Another KEY for you when using direct marketing that works.
Almost every business day, marketing is saying “give people choices.” But are more choices always a good idea? Experienced direct marketers know that sometimes less is more when it comes to choice. Or put another way, too much choice comes with a cost.
If you run a company that does most of its business online, driving people to an online reply form or a cool landing page makes the most sense. Other times, you may want to offer only a phone or email address. The choice may depend on whether you’re mailing to consumers or businesses. Again, the key of choice always depend on what your customers prefer.
Is this always the best approach? No. The only way to be sure whether to offer one or multiple response methods is to test. If you offer several methods now, look at your tracking data to see how many orders come in through each.
You might be surprised to find that one is favored to a much greater extent than the others. This could be the basis for testing whether offering only that one type of response would increase or decrease your total response. It pays in more ways to take the time to learn about your customers and record their desires.
For more ideas on choice, ask the professionals at Marketing Communications Group by posting a question here on our blog.
MarketingDoc knows that it may seem like a subtle distinction, but there is a huge difference between offering choices and introducing extra decisions.
To read more about using direct marketing, please visit Direct Marketing and Communications Management and click on the About page for a list of the latest articles. Or meander through previous posts.
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Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.
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