Maximum income - minimum cost?

So begins the invitation to the seminar by e-mail (direct) marketing with speaker Michael Liynder organized 25.fevruari of Inter Contact Bulgaria (and organizer of the Summer Seminar on Direct Marketing by Drayton Bird lecturer).

Drayton Bird said what about his colleague Michael Liynder

I'm always surprised how few marketing experts really understand what efforts are needed to attract customers. Michael is one of the exceptions. On top of it is funny and transmit information in an extremely comprehensible manner.

Liynder Michael was born in Denmark and is recognized eskpert with over 20 years experience in marketing and innovation. He worked in the field of investigative cause marketing, automation marketing activities, e-mail (direct) marketing programs to prevent loss of customers, strategies for attracting and retaining customers, and other activities related to marketing and sales.

As a media partner of the seminar its direct marketing in Bulgaria had the pleasure to do an interview with Mr. Liynder in which he reveals to us some of the subtleties of successful marketing campaigns, his secrets to achieving business success and what to expect from him after the meeting with month.

1. How and when did you start to worry about direct marketing, Mr. Liynder?

After several years as sales manager in the print media, was hired by an advertising agency and started work on the campaign first customer - airline. Then I started getting interested in more depth by direct marketing. In practice, until then my clients fit its database with WordPerfect, and sending letters using the software. At the beginning of our work, my client gave in the hands of Drayton Bird's book The Commonsense Direct Marketing and I bias from the first moment. I started to dream to become better than him (Drayton), I think the year was 1985.

When I was younger I did not know anything about mass marketing, but nobody was interested in how and what I knew, so I decided that direct marketing is appropriate for my niche. Today I am extremely pleased that I chose to gain experience in this particular area. This allowed me to make my career and to gain a lot, actually very positive. Naturally, not too much, but this is part of the game, right?

Unfortunately I could not become better than Drayton, but I taught at his academy in direct marketing, so I guess I've achieved something in the field still

2. Who were the biggest challenges you faced in your career?

I wish I could say something interesting, but the biggest challenges I faced in the field of direct marketing has always been a lack of understanding and interest in targeting the target audience, testing and quality database. Sometimes I feel that I've spent the last 20 years trying to convince marketyorite to focus on these three areas before starting to work on any campaign to their customers. Despite all my efforts continue to confront the same challenge today. Each of these three factors - the audience, the database and testing are extremely important, especially when we talk about market research. People who work in marketing must rely on them in their work. My task is to teach them. Maybe by the end of his life will continue to explain how one of marketyorite table in Excel in any case has nothing to with a well-organized and comprehensive database and how Outlook Express in no case is the appropriate software for the professional performance of an e-mail marketing campaign, shaping the audience is not no sin and marketyor in no case to go to prison so that track users' behavior.

3. What are three characteristics that make a mediocre campaign in an exclusive one?

Three components that have listed above - to target audience, testing and database.

Our understanding of the audience lets you create a message that is understandable to consumers and offers that they offer will meet their aspirations and lead to the result you expected. Testing will enable you to identify the most appropriate and most effective methods to reach them. Database? The database serves as understanding the behavior of consumers, their preferences and behavior. Later you can use this information differently.

Successful marketyori perceive marketing as art, they never leave anything good coincidence and luck, they do not focus on the awards, which will receive for your ad campaigns, but on this incredibly achieve better results for their businesses.

4. In addition to direct marketing message content, typography plays a less important role in the success - which fonts to use their own campaigns - serif or neserifni and what are the best fonts (such as titles), which recommend to use in order to good readability of the message?

The question you serif or serif font-no, right? I like your question, I naistina.Ne expert in this field, but when we talk about testing, it is important to know what type of print target audience respond better. Maybe you'll be surprised to find that people respond better to texts written in serif font (eg: Times New Roman), rather than text, drafted by a non-serif font (eg: Arial or Verdana). Moreover, I think it is important to use standard fonts that people are accustomed to seeing, but I say again - to be tested.

For titles, I think the majority of studies have shown that non-Serif fonts are preferred and give better results, it is recommended to use black text on a white background or at least dark letters on a light background. The results of the tests that I have conducted with their clients prove that the titles, which consist of 3 lines of superior performance in those composed of 1, 2 or 4 lines of text.

Your question reminds me of the principles to be observed when drawing titles, to attract attention. The technique is extremely simple.

Let's say that the country's five most popular names for boys born between 1970 and 1965 are Peter, Michael, John, and Hans Christian (Bulgaria - Ivan, Georgi, Dimitar, Petar, Hristo) and that these five names represent 35% of all boys born in this period. Now imagine that you want to create a campaign using direct marketing. When I was CEO of SuperOffice, its application with the names with great success, as you put in the subject line when you do not know the name of the recipient.
Our letter began like this:

If Peter, Michael, John, or Hans Christian tells you that can increase your sales by 25% using the management system communicate with SuperOffice customers would you believe them?

Slightly away from the question, but if your client sees your name in the subject line that will surely lead him to read the entire text. The same applies to families, but not always.
However, I repeat again - try!

5. What makes a campaign designed to send mail from that which is distributed by email?

If I understand correctly your question, both strategies are wrong. Marketyorite stayed too long, as I call them "subject to the wishes of the sender. Today and in the future, marketyorite must comply with customer needs. This means that marketyorite must leave their customers choices on how to proceed communication between them when they send some of their offers. Sometimes customers want to receive a letter by mail, other times would have adopted e-mail, SMS or phone call - all are different.

Rules of the game have changed - today and in future will have to maneuver in ways that customers are reached and to balance economic efficiency with the use of different channels. Sometimes it is really difficult and very few companies able to successfully implement this principle. This does not mean that others should not continue to strive to achieve. The seminar on 25.fevruari will talk more about this multi-channel approach and effectiveness of media channels in our efforts to reach their customers as their preferred way.

6. What would you say to those businesses that have not yet benefited from the direct marketing?

Experience has shown two things. First, most marketyori simply repeat the actions of his predecessors with slight modifications. Second, the majority owners of companies are fully aware of what the role of their marketing department is therefore very difficult to enable to carry marketyorite everything think about and plan properly to help build business.

If the company does not use direct marketing to attract new customers and sell more of its current, most likely this is because they lack the necessary qualifications to understand what they need or do not know how to use it . My call to those companies to begin experimenting with direct marketing as the first attempt by e-mail marketing and because it requires fewer financial resources, and try to reach their target audience through social networks - the simplest and effective method of reaching the audience is sending a postcard with a greeting for any holiday.

7. What will you learn all that you will visit a workshop in 25.fevruari Interekspo Center, Sofia?

Above all I hope to inspire those who have not yet started to use the full potential of email marketing and to teach them to do it the right way. Naturally I would be happy to be able to help companies deal with e-mail marketing in areas such as obtaining the consent of customers to receive letters, "" working with MWR's - Most Wanted Responses (most desired effects), "Understanding with the concept of creating a delicious and attractive content to be seen, read and lead to the desired reaction

In addition, organizers of the seminar in Sofia will explore all participants and I will provide information on their business activity and companies they represent. This will allow me the information that will reveal in his lecture to be precisely targeted to their problems and "weak" spots.

And may I say something else?

I welcome the efforts of Inter Contact using a similar approach to succeed and perform to arrange an event that is customer oriented. I think all the events of this type should be tailored to the audience and its requirements, at least as far as possible. Nowadays people have no time for empty words - they need information. Information that can solve their current problems, now! If I speak for myself, I always try to be helpful to the audience, whether talk in England, Russia, Egypt, Denmark or elsewhere.

8. What is the secret of your personal success?

Thank you for asking me this question because I ask it to himself for himself over the past few days: -)

I want to start with what success means to me. For me success is not allocated to receive several million fee for one calendar year. For me success is a passion - to share something very important and meaningful for me with people who like and respect me as a specialist, rather than spend the same time with their families.

At the beginning of my career I was also very successful. Then I worked in a large corporation, but my age was very strong. Many people thought that is because I'm smarter than them. Actually it was not the truth. I just worked very, very damp and effort devoted much time and believed in their ideas. If I had to fight like a lion in order to accomplish your dreams and ideas. Sometimes fail, but always defend their decisions. Suddenly changed. I was no longer interesting to communicate with people and I guess so I decided to become an entrepreneur.

When I started to deal with publishing, information technology and marketing I applied the same principle: hard work and strong belief in innovation projects and takes. And then I learned to be interested in the wishes of colleagues, customers and suppliers. I became a better listener and then realized that the end of each day I just started to learn.

Now 20 years later, the accumulated experience and knowledge I continue to work as conscientiously and with a passion that is stronger than ever. Today, however, I focus on people. I am surrounded by people who love and most importantly, by people of whom I can learn something new. People with a strong ox, and people who can defend their views. I spend very much time with his wife and children more than it was before, and enjoy every moment with them.

It was a long answer to short questions. To summarize - a lot of work, work with passion, I love what I do and I'm surrounded by people, of which there's always something to learn.

Michael Liynder interview is a particular markbit.net regarding his visit and his seminar for successful email marketing practices in Bulgaria 25.02.2010g. Published for the first time! Thanks to Michael for the great interview and INTERCONTACT Bulgaria, the organizers of the event for vazmozhnotta hold it!

I wish everyone felt the peace that is found Liynder Michael and achieve his success.

You can meet with him live and hear his lecture on the creation of effective business communication trends and principles of e-mail (direct) marketing 25.fevruari in Interekspo Center, Sofia .

Anyone can write 12.fevruari to make it special lower rates for "early enrolled and to participate in the lottery of Inter Contact Bulgaria for the new edition of the book" Commonsense Direct & Digital Marketing "expert in the world field of direct marketing - Drayton Bird.

Keywords: Email Marketing , Michael Leander , interview