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Telemarketing and Other Categories. PC software that contains fields for customer records and that prompts telemarketers with scripts and questions to ask while they're on the phone can help you set up an outbound telemarketing program. Mapping software will help you conduct geo-demographic marketing research. Other available programs support and track field sales force efforts. Many software companies will send you demonstration diskettes that let you sample a program before buying it.

 

You can test the three major elements of direct marketing: the offer, the list and media, and the creative work. You can also test a variety of other factors, from the time of year that you mail to the color of your envelopes. When you test, you compare one direct marketing option against another to see which is more successful. You may judge success by the most responses, highest quality of leads, highest net income, or other factors.

 

Ideally, once a test is completed it should tell you which road to follow for the next step of your marketing. As a simple example, say you mail one offer to equal numbers of sample names from two different lists. If List A yields a much higher response than List B, you might reasonably assume that when you mail to more people you will get better results by selecting further names from List A. You should plan your tests so that you know ahead of time what the test is designed to measure.

 

Mail list software often provides you the opportunity to personalize your e-mails quickly and easily. Many of these programs can be integrated with your Web site so that people can add themselves to your list right from the site. You can also use this software to set up notification mechanisms to reply to subscribers confirming that they have been added to the list. This makes running your mail list less time-consuming, as the software does most of the work for you.

 

Track and record your responses when you use a new mailing list. You should have a call to action in your posting, encouraging the readers to visit a specific page on your site or to send e-mail to an address designated solely for this purpose. Only by employing an appropriate mechanism to track responses will you know with any certainty which mailing lists are successful and which are not. It's amazing how well calls to action work. For some reason, people tend to do what they're told.

 

E-mail programs do not provide much in the way of tracking information, either. It would be nice to be able to track things like how many people opened your e-mail, how many people sent a copy to a friend, how many people clicked through and visited your Web site. The tracking technology is generally available only through mail list software or from the third party that manages your mail list marketing if you choose to outsource this activity.

 

That's the theory, but it takes care and large enough sample sizes to maintain the theory in the real world. Here are some common forms tests can take

 

More about Business Lists .   See also: Product Marketing Online and Web Site Marketing .

 

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