|
Your
Guide to International Direct Mail
The
new global economy is fast becoming a reality, will you be ready?
By Robert
Imbriale, Internet Marketing Expert
As a direct
marketer, you should be aware of what's going on all around
us. The world is becoming a much smaller place. International
direct marketing is fast becoming the way of the 90's because
there is tremendous demand for American high technology products,
and computer hardware and software. In many nations, there are
currently only very limited channels where people in these countries
can acquire US made high technology products. Although there
are many challenges to be met, international direct marketing
can open up your company to a worldwide market many times the
size of the US domestic marketplace, virtually over night!
Where Do
You Start?
Start by
choosing a single country. This will help minimize the confusion
that can exist when dealing with too many diverse situations
simultaneously. Many firms choose Canada as their first test
market because of its close proximity to the US and its nearly
identical marketplace. Language is not a problem, as only a
small portion of the country is non-English speaking. A number
of mailing list owners now offer Canadian selects on their mailing
lists. This is a sure sign that some firms have already begun
marketing to our northern neighbors!
Many brokerage
firms are able to locate the best mailing lists in virtually
any country. If you are thinking about marketing to Canada or
any other country, simply call your list broker. Tell them what
you want to sell and they'll not only help you find a mailing
list, but advise you on many other important considerations
such as postal regulations, currency differences, best time
to mail, and so much more. More than just a list peddler, your
broker is your full-time direct marketing consultant.
International
Mailing Lists
Although
some countries do not yet have automated postal systems, the
vast majority do and they offer reliable, timely deliverability
of your direct mail pieces. Finding a quality mailing list for
a foreign country can present a real challenge to the unskilled.
Many list brokers now have complete international brokerage
services that are capable of locating the lists you need in
virtually any part of the world. Through extensive use of electronic
databases, most of these lists can be located in as little as
24 hours.
Your broker
should understand that your needs will vary from project to
project and that demands constant attention to detail in order
for your direct marketing campaign to succeed. Be sure your
list broker stays on top of the latest new from other countries
that may or may not be politically and/or economically stable.
Getting
Your Mail into a Foreign Country
Besides
finding the right lists, the next challenge you'll face is physically
getting your mail delivered in a foreign country. One of the
easiest ways to accomplish this rather complex task is to use
the services of an international mail consolidator. One such
firm, Brokers Worldwide, is a US based international mail broker
that can help make getting your mail delivered a breeze. These
firms specialize in these sorts of mailings and can offer more
than just mail consolidation, they can also offer you valuable
advice on what to expect from your mailings to other countries.
Don't be afraid to ask questions.
Payment
- Foreign Currency
Many firms
have found that by accepting popular bank credit cards such
as VISA, MASTERCARD, and AMERICAN EXPRESS, they have virtually
eliminated the problems of currency exchange. These type of
transactions also help secure payment before you ship out any
product. If you insist on accepting checks, simply make sure
that they are drawn on a US bank. Some international mailers
claim that requesting a US drawn check actually hurts their
international sales and that bank debit cards are much more
effective. Be sure to check with your bank prior to accepting
foreign credit cards.
Shipping
Products Internationally
This is
quite possibly the most difficult part of marketing internationally.
Many countries have tariffs and other types of duties on imported
goods, so it is best to look into each country individually
for the type of products you intend to export. Every country
is different and every product category is subject to different
rules and regulations. The best way to find out what regulations
you will be subject to is to contact the local embassy for each
country. Foreign embassy staff is generally well versed in these
matters and can easily point you in the right direction.
Your international
mail consolidator may also be able to offer you international
shipping services for your orders. Ask them about such services
and find out how much they will cost when deciding on what to
charge to cover shipping and handling costs.
Where To
Start
The key
to any international mailing project is to begin with only a
single country. Most mailers have found that mailing into Canada
is the best place to start. Canada is mostly English speaking
and their lifestyle is not all that different from our here
in America. In a relatively short period of time, many mailers
will have found success in Canada and will begin to move to
other international markets.
Europe is
often the next choice for most mailers. Recent studies have
shown that many countries in Europe have great demand for American
made products and most consumers are willing to pay a premium
for our exports.
If you're really ready to begin marketing internationally, even
if you just decide to target Canada, contact your list broker
and ask for a free list recommendation for the type of product
or service you are planning on marketing. What you will receive
is a list of available lists of prospects in your target market
in the country of your choice. From that list, you can select
the list and or lists you will mail.
Next, contact
your international mail broker and ask for pricing on how much
you expect to pay to send mail to your target country. Don't
forget to ask about different types of mailings that may save
you some money. Much like our postal system, many countries
offer different classes of mail and lower costs to volume mailers.
Ask about what's available and how reliable a service you can
expect.
Conclusion
As we move
towards the 21st century, the global marketplace will continue
to expand as more and more international markets become accessible
to even the smallest mailer. Don't over-look the fact that many
international markets offer higher response rates than can be
expected here in the US. In fact, a response rate of 4% is not
uncommon. That's about double some of the best response rates
here in America!
International
prospects typically receive far less direct mail than we do.
Therefore, your direct mail message will stand a far better
chance of getting noticed, opened and if you've chosen the right
list, you'll be in a much better position to get the order!
Don't ignore these new markets! Even if you only test a few
thousand pieces, I urge you to test the new global marketplace.
You may be pleasantly surprised at what you'll find!
Resource
Info
Robert Imbriale
is an internationally known Internet Marketing Expert who has
written several books including, "Internet Marketing Secrets"
which you can get FREE by going to http://www.ultimatewealth.com.
Robert is personally responsible for more than $100 million
in Internet sales and holds seminars nationwide where he teaches
entrepreneurs how to make money on the Internet. You may e-mail
Robert at Robert@ultimatewealth.com
|
