Direct Marketing News

Many people talk about benefits of direct marketing but the one most popular way of delivering direct messages - e-mail - has become ineffective due to the activities of spammers. The response rates of direct marketing campaigns conducted via e-mail has plummeted during recent years even reaching round 0% in some cases. What is to be done? We cannot discharge the idea of direct marketing as a whole because it is proven to be rewarding.

How about trying a new media to carry out your direct marketing campaign? What about the good old telephone? I am not talking about cold calling, i.e. making unsolicited calls to persons who, truth to be said, do not long to hear from you. Consider voice broadcasting as your next step towards direct marketing success.

What Is Voice Broadcast?

Voice broadcast is a pre-recorded message that is transmitted via a phone line to multiple recipients. A simple voice broadcast campaign centre can be set up in your home or office using a straightforward computer that is equipped with a voice modem. Then you need a phone line and a copy of auto dialer software. Since auto dialers have become available, entrepreneurs do not need to pick up a phone to address each of their customers. Imagine, if you needed to call a thousand people to announce a discount or to promote a new product. Now you do not have to invest millions into a calling centre - in fact, you can be your own contact centre keeping existing customers posted and attracting new customers.

What Numbers To Call?

The key to successful voice broadcasting is to develop a database of prospective customers or to turn to a provider who already has his own database of individuals or companies opted in (or at least not minding) to receive information that is relevant to their interests. In fact, a good database of customers is a goldmine. Many companies do not realize that this gold lies at the bottom of a grey metal drawer in the corner of their archive room. Each time you close a sale or make a contact, you obtain a phone number and a possibility to turn your contact into a returning customer!

Broadcast Your Message Legally

Before attempting to start a voice broadcast campaign, make sure individuals or companies you are about to address haven’t opted out by signing their number to a “Do not call list”. There is a Federal “Do not call list” and state lists in United States. In Great Britain there is a similar list called Telephone Preference Service. If you call a number from the “Do not call list” you might be charged or your case might end up in the court. This is usually not an issue if you decide to switch to a telemarketing provider to conduct your campaign. Also, if your customers have allowed to be contacted in future, you don’t need to worry about the List in case you provide a clearly stated way to opt out of your messages.

The bottom-line is that voice broadcasting is a cheap (in most cases you only pay for a phone line and auto dialer software) way to make regular announcements to existing customers and also to conduct a direct marketing campaign in order to attract new customers and sell more products.

Author is a writer for Voice Broadcasting - expert website working for a better understanding of direct marketing.

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