New Year's Recap: 19 Direct Marketing, Call-Center and Social Media Tips of 2009, Part 2
11. The chatter I hear every day is that direct mail is dead. Mostly, this is perpetuated by pure-play internet folks who believe marketing is all about “pull” rather than “push.”
12. I particularly like this passage from the DMAchoice website: "Direct mail is a green way to shop. If Americans replaced two trips to the mall each year with shopping by catalog, we’d reduce our number of miles driven by 3.3 billion, a 3 billion-lb. reduction in carbon dioxide and a savings of $650 million on gas alone."
Call-Center Tips (From the C-Level Down)
13. Want to know what's going on in your organization? Run, don't walk, to your call center and spend time listening to order calls, customer service calls and other inquiries. I guarantee you'll be enlightened and find ways to improve your product(s) and service.
14. Talk to your call-center staff — especially frontline reps. These people are the true unsung heroes in your companies, and they intimately know what's right and wrong with your products and service.
15. Want to see your average order values, conversion rates and lifetime values go up? Bring a call center into the mix. Think about it this way: If your website converts 4 percent of visitors, even the worst of call centers will convert at least 10 percent of callers. That’s a 2.5:1 ratio, on the low end.
16. Function under the guise that great — even sometimes so-so — direct marketing will make the telephone ring, but expertise in the call center will make the cash register sing!
17. Prominently display your phone number on your homepage and ALL pages of your site. Make it big. Make it stand out. And put it in multiple places on pages. Your prospects and customers don't want to have to work to find you.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.