Forward Line Events

Forward Line Events
Birmingham, B37 7GN


We here at Forwardline Events came into contact with Market Location back in May this year. We are an Events Company that host Regional Business Growth and Development shows. We came with the view of using your facilities of data contacts to email out Invitation Campaigns and we also purchased telesales lists to use to call off as well.

The service we received from Market Location  was very through and professional, with constant contact with our Account Manager. The original outcome of the first email send was pretty good on a results side of things for us. We had lots of hits from our website and some telephone calls.

In all we cannot fault the service that Market Location  has offered us with the products we have used. Our account manager has been the best part of the whole relationship. She is a lovely, warm, friendly person that is really easy to talk to, listens to our needs and understands fully what we required from using you.

She has been professional to the very letter but accommodating where she can with our needs.

Looking at moving forward we would like to keep using Market Location  for the services and products that they offer and the professionalism that comes from all the staff.

Yours sincerely,

Simon Harrington (Event Manager)

12 Tips to Achieve Success with Email Marketing

Email marketing allows businesses to engage with potential and current customers. However to achieve success, you need to follow these 12 simple steps.


Success With Email Marketing

Email marketing is a great way to make potential and current customers aware of what your business has to offer. However, due to the popularity of this medium, your message has to stand out from the ‘noise’ that now populates most people’s inbox. For this reason, above all other concerns, you need to ensure your email is well targeted and highly relevant.

So, how can you maximise the visibility and responsiveness of your emails?
Here are 12 tips that will save your email campaigns from the trash and turn them into cash:

  1. Set Clear Goals – Define specific objectives for your campaign and set up goals and objectives that are clearly measurable.
  1. Segment Your Audience – Make sure your message matches what your audience wants.  Segmenting your audience allows you to test different creative approaches, which you can then measure against each other.
  1. Grab Your Headline – Be clear and concise: you’ve only got seconds before your message ends up in the trash folder. You should look to avoid using capital letters and exclamation marks, as this looks unprofessional and may appear as spam to the recipient.
  1. Timing – Do you know what the optimum time is for your audience to see your message? It’s different for different businesses, but you need to see what works best for you.
  1. Branding – Make sure the ‘from’ includes your brand name, sent from an email address that’s your recognised domain. Use your logo and brand colours so your email is in sync with your brand. You should also ensure the language and tone is consistent across all your marketing collateral to maximise impact, and prevent brand confusion and dilution of message.
  1. Design – Sometimes very simple, uncluttered, text-based emails work best; but it depends on the objectives of the campaign. Test and test again – remembering that the message should be compatible across all devices. Images often don’t display, as they are stripped for security reasons – so you need to ensure your call to actions have text links to improve the click-throughs.
  1. Personalisation – When used in an appropriate way, there is nothing more powerful than personalisation for engaging with prospects. Using the name of the business or the contact, or indeed referencing the location of the business, all add an element of engagement and help your message stand out.
  1. Call To Action – What’s the point of your email? Make sure the action is clear and the response required simple. You are unlikely to elicit reams of information, so don’t include a long form for prospects to fill in (unless you incentivise completion).
  1. Effective Landing Page – Landing pages are a great way to measure your email campaigns. The best landing pages are distraction free, so just include the information required.
  1. Sharing – Make sure that you allow your email to be shared, by including links to social media and encouraging referrals. You could also try offering an incentive such as a discount for future purchases, if customers forward your message to spread awareness of your business.
  1. Tracking – This goes way beyond opens and clicks. Often the email is the starting point that may end in a purchase or some other ‘action’. Tracking these can help you to improve targeting next time around. It is also important to monitor social media to know what is being said about your business.
  1. Testing – The beauty of email marketing is the flexibility to test every aspect of the campaign without incurring huge costs. Everything can be tested to improve impact – from the audience, copy, creative, message, position of key calls to action, frequency of sends, timing etc.

Final thoughts
So there you have it, 12 tips to achieve success with email marketing. When it comes to B2B email marketing, the magic formula is simple – give the right audience, the right message at the right time. However, getting the combination right isn’t always straightforward.

10 Tips for Improving Your Direct Marketing ROI

Are you looking to boost the return on investment (ROI) of your direct marketing efforts? Then these 10 tips provide essential reading.


Direct Marketing ROI

In the right hands, direct marketing is a cost-effective tool for generating sales. In addition, it’s great for making contact with potential and existing customers. For this reason, direct marketing is also a powerful method for promoting your products and services and creating brand awareness for your business

However to get your business in front of the right people, at the right time, you have to know what tactics to use and when. With that thought in mind, the following 10 tips will help improve your direct marketing efforts and boost your return on investment.

Tip 1: Choose the right contacts

The success of any direct marketing campaign relies heavily on the data you use. It must be well targeted at the type of individuals or businesses that are most likely to purchase your products or services. Make sure you understand the profile and key characteristics of your best customers, so you can seek out and target more prospects just like them with your marketing campaigns.

Tip 2:  Keep your list up to date

All marketing lists go out-of-date with time, and an outdated list will seriously hamper the success of your campaign. Expensive mailings can end up straight in the bin, and time can be wasted on telemarketing calls that don’t connect to the right prospect. Close to the beginning of your campaign date, refresh or purchase a new list to give yourself the best chance of reaching your target audience and minimising wastage.

Tip 3:  Define your campaign objective

Before purchasing any data, ask yourself: “What am I trying to achieve with this campaign?” Some businesses launch a campaign to generate leads and orders, others aim to raise awareness of their brand and products.

Determining your objective is the first and most important step in any direct marketing campaign because all other steps should drive towards achieving that goal. Without a clear objective, it is impossible to determine whether or not you’ve been successful.

Tip 4:  Make sure your objectives are SMART

Your campaign goals should be specific, measurable, achievable, realistic and timely. With SMART objectives documented, you can make sure that you are focused on making progress towards achieving them, which should have the greatest positive impact on your business.

Tip 5: Include an offer, call-to-action and multiple response mechanisms

To generate high response levels, your campaign needs to excite your prospects. One of the best ways to do this is to include a time sensitive special offer in your communication – and then shout about it.

It’s no good if your offer doesn’t stand out and grab attention. The deadline will give the prospect a reason to respond quickly. Plus a clear call-to-action will tell them what you want them to do and how you want them to do it.

Some prospects will prefer to call, some an email, while others will prefer to visit a landing page on a website – where they can get more information and complete a call back form in their own time. As a result, you should try and include all these different response options in your direct marketing campaign.

Tip 6: Include testimonials

Including a customer testimonial in your direct marketing campaign is one of the most compelling messages you have at your disposal. You’re not saying how great you are, your genuine customers are! A message from your customers provides a greater impact because of its objectivity and independence from your company.

Tip 7: Keep testing

Once you have delivered your first campaign, it’s important to measure your response and then try to improve it with your second campaign. What’s more, you should repeat this process for every campaign you launch, as testing and learning what works best for your target audience is vital to success.

Tip 8: Call to follow-up

Calling your prospects after a direct mail or email marketing campaign is a great way to personalise and reinforce your message. Following up with a timely phone call will help you to turn more prospects into leads, which, in turn, will help increase sales and revenue.

Tip 9: Have realistic expectations

Before you spend time and money on conducting your campaign, you should work out how many leads and sales you are likely to generate. This will give you the confidence that all your hard work will provide the positive ROI that you’re looking for.

This might sound difficult, especially if you haven’t done much marketing previously. However, you can set realistic expectations about response rates to determine how many leads you are likely to generate.

For example, a typical direct mail response rate is around 1% of the total volume you mail. So if you send out 1,000 mailings you can expect around 10 enquiries back. For business email campaigns to cold prospects, you can expect around 0.5% in clicks, of which only a portion will become actual leads.

Tip 10: Track your response properly

The more mechanisms you include for response, the harder it can become to keep track of how many leads your campaign has actually generated.

If you include a telephone number, you should include a unique quote code so you can track the resulting leads. If you include an email address, either make it unique to your campaign or again ask the prospect to quote a code. Finally, if you direct prospects to your website, make sure it is a dedicated campaign landing page with a uniquely trackable form.

Following each of these tips will help you significantly improve the number and quality of the leads you generate, and ultimately your sales and return on investment.