Direct marketing (by post, e-mail or telephone) is like all other marketing techniques – it works well when used correctly.
Although it is not good for raising awareness and image building it will work when used as follows:
- Generating enquiries linked to specific product or fund offers or financial planning requirements
- Providing information and encouraging response related to regulatory reviews where the content is directly relevant to clients
- Product and fund reviews, when many clients need to make changes and should contact you
- Change of business ownership or adviser – to give information and reassurance
- Issue of client surveys: often linked to effective governance
- Despatch of regular communications, such as newsletters or shorter specific e-mail based communications
Make sure that communication is relevant to the client and it is clear what they should do next. Keep this type of communication short and to the point and avoid technical jargon.
In addition, when running direct marketing campaigns ensure you have a timeline for follow up, reminder contact and deadlines for client response.
Finally, consider how telephone can support a post or e-mail campaign and always begin with a small tranche of communications to test the campaign and its content.
David Shelton is the author of “The Business of Advice” book and website www.businessofadvice.co.uk