Direct approach
More than 60% of July’s 51 leads received by national trade fabricator Crystal Direct were generated by direct marketing.
Crystal recognises the benefits of targeting new customers and consistently sends out letters, flyers and e-blasts to existing and prospective customers each month. The latest direct marketing and e-blast was sent using information from prospect data supplier Windowbase.
Martin Randall, Chairman of Crystal, said: “I am a great believer in marketing your business effectively. If you don’t let the market know about your products and why your business is better, how will they know you are there or you are better?
“Direct marketing works for Crystal. Each month our figures show that a large percentage of leads are generated through direct mail activity and our good conversion rates help us increase sales. But good as we are, good conversion rates depend on good quality leads. The data from Windowbase provides the names of the people we need to target to win new business, and Windowbase bas many more email addresses than other suppliers, and the information is up-to-date and accurate.”
