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By:Martin Day

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By:Arthur Gueli

Your direct marketing lists can take an age to build and create, but just an instant to become out of date.

Because the quality of your mailing list plays such a huge role in the success of your direct mail campaigns, it\’s vitally important to make sure your list is always clean, accurate and up date.

Data doesn\’t have an endless shelf life – it changes constantly and is out of date as soon as it is collected. This is because a direct marketing list of people will always change, because people change. Their lifestyles and circumstances can alter at any time. And this applies to b2c consumer marketing lists and to b2b business lists just as equally.

Keeping an up to date and accurate direct marketing mailing list is more important than you may think.

Potential customers can be instantly switched off to your proposition if you\’ve spelt their name or address incorrectly. Plus there are the potential cost implications of sending multiple mailers to the same address by mistake.

Using commercially available services such as Easycheck from www.selectabase.co.uk, there are several forms of data screening and cleaning which you can use to ensure the accuracy and so the quality of your valuable data:

Bereavement Screening There can be few other marketing errors so distressing for the recipients as sending a mailing to a person who has recently passed away, Not only can it

greatly upset their relatives, but it can also create additional work for them in having to inform you of your error. Using bereavement screening suppression services direct marketers can screen their data for any recently deceased people.

Gone-Away Screening Gone away suppression draws upon regularly updated data for consumers and businesses that have changed location. Few of us remember to notify absolutely everyone we need to when we move house, so using a gone away suppression service can ensure that your marketing lists are as up date as they can be.

Telephone Preference Service Screening Research by www.tpscheck.co.uk shows that over 60% of UK households and more than 55% of businesses have registered telephone numbers with the Telephone Preference Service, in order to block unwanted sales calls. This means that around 3 out 5 unchecked sales or marketing phone calls to consumers or businesses will now be to a TPS or CTPS registered number.

Businesses using the telemarketing without checking numbers against the TPS and CTPS registers first are now more likely to call registered numbers than unregistered phone numbers. If reported, the caller could face legal action and even a 拢5000 fine, so businesses are being urged to check phone numbers first before they make a call.

Mailing Preference Service screening The Mailing Preference Service or MPS register, enables consumers to have their names and home addresses in the UK removed from lists used by the direct marketing industry. Unwanted direct mail is unpopular with consumers, damaging to the direct mail industry, and unnecessarily costly to your business.

Wastage in direct mail is also seen to be damaging to the environment, not just in the amounts of paper wasted in this way but also the energy cost used to transport mailers to recipient\’s homes.

Deduplication Deduping your database screens it for multiple entries for the same address.

These multiple entries can be caused by data entry errors, multiple responses by prospects, or when lists are merged with each other. Sending more than one mailer to the same address not only costs more, but looks highly unprofessional as well.

These simple forms of data screening can be used to ensure that your direct marketing campaigns are targeted, efficient and fully ethical.

About the author:
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By:Martin Day

All organisations need to keep abreast of regulatory developments relevant to their business but to do so they need to enter into a regulatory and legal minefield.

Human resource personnel now need to grapple with the nuances of employment and health & safety law, in some industries corporate manslaughter charges are a real risk and for others licensing laws have reached new heights of complexity. With the growth in e-commerce where consumer protection is dependent on jurisdiction, trademark and intellectual property laws are becoming confused and the \’risk\’ list for all organisations is now seemingly endless.

Small businesses in particular are finding that a casual and informal approach to these issues can result in regulatory censure and regulatory fines that can have no bearing on the financial health of the individual company; for larger companies there is the potential of material, financial and reputational damage.

Small to medium businesses will rarely have the luxury of employing a full time Compliance Officer but they should charge someone with the responsibility and although larger organisations can afford a dedicated person they are finding that with compliance issues mushrooming the Compliance Officer now has a team, a department and if not already, how long before compliance becomes a division?

Regardless of size, the first step in compliance for any organisation requires them to identify the areas of compliance that are applicable to them. Rules and regulations are being introduced monthly on a local, regional, national and international level, covering everything from data protection and freedom of information, anti-money laundering to environmental waste control, race relations to health and safety; with ignorance being no defence there is a requirement on the individual businesses to know their responsibilities, and fines for those that wait to be told.

Having identified the areas of compliance the company then needs to understand what they need to do to ensure they comply. It is becoming conceivable that with the shear volume of compliancy issues that companies who can show a good faith effort in complying will, even when they fall short, reduce the risks of fines; to do so they need to demonstrate that they had every intention of acting within the spirit of the rules and that specific and timely action was being taken in relation to any failings or breaches. This is where the culture of the organisation is key.

With Compliance issues identified and understood the Compliance Officer needs to define and implement policy and disseminate the information throughout the organisation

It is important for the Compliance Officer that they do not inadvertently become the company\’s patsy. Senior managers are not averse to ignoring the internal memos they receive advising them of their responsibilities. Compliance Officers need to deliver their messages up and down the corporate food chain and record that their advice and directives have been received and more importantly understood.

The Compliance Officer has to avoid becoming the company scapegoat. This won\’t happen by itself, a sales team that has a long history of success though a relaxed attitude to selling is not going to willingly adopt new, and what they will see as restrictive, practices without a fight. \’I didn\’t get the memo\’, \’I didn\’t understand it\’, \’I thought it meant something else\’, \’I thought these were only guidelines\’ are likely to be stock replies, along with the one or two old timers that didn\’t think compliance issues applied to them. It used to be a safe bet to blame IT, blame Compliance is rapidly taking its place. This is where follow-up and disciplinary action by senior management is imperative.

To survive in this challenging environment, the compliance officer needs to have several spanners in the tool kit, buy-in of senior management, a strict reporting process and a good flow of management information. But what else – an excellent means of communication – this is key – the compliance officer needs to connect and communicate with the business – one tool that can bring real results is the online survey and questionnaire.

The online survey can deliver a message internally to the individual; it can be informative like a memo and educational by referencing detailed policy. Importantly it can become a valuable self registering record that confirms that the information has been properly disseminated and understood.

A single survey question can achieve all these objectives at the same time.

Take an example:-

Are you aware that section 45 of the Companies (Auditing and Accounting) Act 2003 imposes an obligation on directors of certain companies to prepare statements on their company\’s compliance with its relevant obligations?

(Click here for a summary of Company\’s Policy on Compliance Reporting Obligations)

Yes

No

For those Directors that have not read the policy the survey will give an opportunity to view the company\’s policy online (using an embedded live HTML link). Should Directors answer \’No\’ the Compliance Officer knows who to target.

The survey also records the manager\’s response and shifts the responsibility away from the Compliance Officer to the individual manager where the responsibility needs to rest for a company to meet its compliance obligations.

Using an online website such as http://www.surveygalaxy.com where multiple surveys can be managed, easily modified, updated and re-issued on a periodic basis across an organisation online surveys can be the Compliance Officer\’s killer application.

Through the regular use of online surveys the Compliance Officer will be in the driving seat, leading and not chasing compliance issues, not only circulating the information on a one to one basis but also monitoring and recording the level of awareness throughout the organisation.

The Compliance Officer\’s role is a difficult one, like a parent keeping a wayward child on the straight and narrow, most employers, let alone their employees, often do not fully understand the true consequence of their, often innocent, minor discretions. Assigning a Compliance Officer is a start but enabling them to fulfil their remit will be the difference between a company being fully compliant and one that risks suffering the consequences for havin

About the author:
Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. Martin has provided survey consultancy for a number of Compliance Officers to help develop internal compliance awareness programmes. For more information please visit Fake Watch
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By:Melanie Mendelson

Being an introvert in today\’s business world is quite a challenge. Networking, prospecting and selling are especially difficult. However, despite being an introvert, I was able to build a very successful business. You too can succeed even if you are not a \”people person\” if you follow these strategies:

Don\’t Fight Your Nature

Constantly forcing yourself to mingle, chit-chat and cold-call will take its toll. Doing things that you hate on a regular basis is a surefire recipe for burnout. All that stress can take years off your life! Don\’t try to be someone you are not. Instead, try to develop the business model that fits the real you.

Focus On Your Strengths

Introverts typically have great analytical, problem-solving and listening skills. Also, many introverts excel in writing. What are your strengths? How can you utilize them in your business?

Find The Right Business

Jumping from one business opportunity to another and quitting everything you start – does it sound familiar? People fall into this trap because they get excited about the profit potential but fail in doing the work involved. When evaluating potential businesses, ask yourself – will you really be able to do the work involved in the business? If not, can you hire someone else who\’ll do it for you?

Outsource Direct Selling

You can hire other people to do the selling. Even if you are on a budget, you can still get \”commissions-only\” sales people who get paid a percentage of sales, which means no upfront cost to you.

Use Online Networking

The Internet allows people to find the right business contacts and skip the usual schmoozing. You can network with people through discussion forums, social networking websites or simply by sending an e-mail to introduce yourself. Using the electronic contact is easy, efficient and not intimidating.

Market On The Internet

Even people who hate selling can succeed in Internet marketing. Your website does all the selling so you don\’t have to. Orders are placed on the website without your intervention, and customer service is done via e-mail. The Internet is truly an introvert\’s dream!

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Melanie Mendelson is a very Replica Wristwatch who makes 6 figures with her Internet-based business. Get her FREE Internet Business Blueprint at her website Replica Watches
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By:Paul Shearstone

On any given day when I start work, I can look forward to my morning ritual of sifting through one or 500 email spams I get due to my e-address being harvested from articles I write that find their way out onto the net.

Most of the spam I receive are from caring individuals genuinely concerned about helping me with a serious problem I didn\’t even know I had — I think you know what I mean.

Surprisingly, my wife also receives similar emails from people just as concerned about her \’appendage\’ but one, nonetheless, our internet friends are quite convinced they can help her improve-upon if and when we ever find it!

People from Nigeria too, it seems, really need my help. It\’s true. They sound so regal and all, being that approximately 110% of them say they are members of real Nigerian royalty. And I believe them! They say they want to give me money. How nice.

In their unmitigated benevolence – rivaled, I\’m sure, only by that of Mother Teresa\’s – they want to put one or four-hundred-million-dollars — give or take, – into my personal bank account … for a price of course.

And there are women, each morning, I don\’t know and have never met who feel the need to E-communicate with me using opening lines like \”Hello my dearest darling\” — where were they when I was dating?

It\’s not that I don\’t have adequate spam protection software to filter out the three legitimate emails I wanted to receive from the hundreds obsessed with my ability to – ah – \”maintain\” – I do.

The problem however, is simply that anti-spam software needs ongoing education and re-education, but even with that, often legitimate email inadvertently falls into the \”Spam\” or \”Spam Suspects\” folder requiring people like me, with absolutely no problem at all – honestly! – to take the valuable time to go through all the spam. What a pain.

Everyone knows how frustrating and how much time is wasted in our lives everyday dealing with unwanted emails, never mind the vigilance required to ensure we do not make the dreaded mistake of opening that one email, perhaps the one that appears so benign and legit – \”Hello my dearest darling\” comes to mind – but is neither.

The virus or worm I\’m talking about is malevolent and infectious. And that is when the real waste of time begins, sometimes lasting for days, as you scramble to rehabilitate your computer, if, in fact, that option still even exists. Sometimes it does not and data is lost forever!

Like it or not, email and the internet have changed us and at times, they are no friend to business. Email has become the \”medium of choice\” for avoiding simple human interactivity. Inside the office, now vast amounts of information is sent and received by way of e-blasts that require no human-to-human contact but nevertheless, demands no small price in wasted productivity, time and profitability by workers, required to view and/or even respond to them.

For example, is there someone in your office who, despite their sincere altruistic intentions, nonetheless, waste so much valuable corporate time because they feel compelled to share motivational stories, sayings and pictures they come across, with the rest of the company? Nearly every office has one. Get back to work!

It is true, if you are not at your desk, the boss assumes you are not working. On the other hand, plunking away at your keyboard is not quite so obvious, is it? Think about how much corporate time is wasted these days by employees who believe they are masters at multi-tasking. You know who they are. They surf the net, send copious personal emails both in and outside the company — on company time — in addition to the text-messageing and ongoing MSN chats that sit open all day on their desktop, beside the work the company is paying them good money to get done.

Sadly, there is nothing funny about that.

If you are still sitting on the fence about the seriousness of this issue, here are some interesting, recent stats to consider:

Internet Usage Statistics — Workplace Source: http://www.netarmorsolutions.com/Info_Inet_Stats_WORK.htm

\” More than 60% of companies have disciplined – and more than 30% have terminated – employees for inappropriate use of the Internet. (Source: The Center for Internet Studies)

\” 27% of Fortune 500 companies have battled sexual harassment claims stemming from employee misuse and abuse of corporate e-mail and Internet systems. (Source: American Management Association)

\” 70% of employees admit to viewing or sending adult-oriented personal e-mail at work. (Source: NFO Worldwide)

\” One research firm, International Data, estimates the 30 to 40% of employee Internet use is not work related. (Source: International Data Corp.)

\” Dow Chemical Co. fired 50 employees and disciplined 200 others after an e-mail investigation turned up hard-core pornography and violent subject matter. (Source: Associated Press)

\” 25% of employees said they spent 10 to 30 minutes a day surfing non-related work sites, 22%, said they spent 30 minutes to an hour, 12% said they spent one to two hours online, while 13% admitted to spending more than two hours a day. (Source: Vault.com)

\” Of more than 3,400 executives surveyed, 64.1 percent said that their companies have a formal office policy in place to help manage employee use of the Internet. (Source: Management Recruiters International)

\” 37% of employees report that they search for jobs, 45% make travel arrangements, and 11% play online games while at work. (Source: Vault.com)

\” 46% of online holiday shopping is happening at work. (Source: Nielsen//NetRatings)

Bottom Line: Long after the humor subsides from emails that imbue circumspection for one\’s athletic performance or lack thereof – and – long before that Nigerian cheque ever arrives in the mail, the gravity of the potential dangers email and the internet bring to bear on business, must be taken seriously.

The fact is, the internet is a double edged sword. One side cuts though the competitive forces helping companies realize success, profitability and peak performance. The other, has the potential to cut a company right off at its knees.

On a lighter note, as sure as you can be that Bill Gates is not going to send you five bucks, you can take what I\’m saying, to the bank … just not the bank recommended by our E-Nigerian friends! lol

About the author:
Paul Shearstone is an International Keynote Speaker and Author. He specializes in Motivation, Selling and corporate Resilience Training. For more information on Paul\’s keynotes and seminars, or to invite him to speak at your next successful event, we invite you to contact him directly:
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