Is your company constantly struggling for better response rates, open rates, conversions, cost-per-order, and life time value?
You are not alone.
Stop and think for a minute. Is it more than one in the above question? I think I know that answer.
I shall share my ideas with you by using a Direct Mail program as an example.
What if you mailed a direct mail piece, a postcard or a letter, to 5,000 people, specifically drive them to a website landing page with a goal of conversion. On the landing page, a visitor is offered a 20% discount on their next purchase by simply printing a coupon on the web landing page.
Beside conversion, you want the visitors to provide an email address. You decide to give an added bonus of 10% off by emailing the coupon to the visitor.
The direct mail channel was selected because everyone has a mail box. The 5,000 contact names were leased with a probable 90% delivery rate.
Check out the results.
Within 30 days 496 direct mail pieces were returned as undeliverable, which was in line with the delivery rate.
The direct mail program brought in 166 printed coupons, a 3% response rate. Visitors who left an email address was 291, a 6% response rate.
Not every direct marketing program is the same.
Adding the coupons for both conversions, 457, divided by the delivered amount of 4504, yields a combined response rate of 10%. If the financial numbers were available, the cost-per-order and lifetime value, we could determine success or fail from your marketing program.
What about testing?
Direct Marketing delivers plenty of elements to test — from subject lines, premiums, envelope sizes, list selects, pricing, the placement of the shopping cart on the web page — the choices seem endless.
Testing can answer some but not all questions. Most companies who fail to test are usually those who do not take the time look closer at their data. With today’s digital marketing programs it becomes easier to get data, so there is no excuse not to analyze your data.
Start thinking like a digital marketer.
Many companies, small and large, are taking time to learn more about data. In fact, consumers expect companies to know more about them. With each purchase a consumer makes, there is an opportunity to gather additional data.
The key to data driven marketing is not just collecting data, but what action do you take from your analysis. For example, with such a great direct mail response, making mail part of your consumer communication channels is a good idea.
Always collect, store, analyze and react to your data.
More companies are starting to learn about data driven marketing. Why you ask:
- it’s all about data,
- it’s all about action and reaction,
- to get closer to a 360-degree view of customers
In the future, the ability to see each customer as an individual is crucial to every business’s success. But it’s not going to be a simple task. It may be one of the most important marketing goals in our digital world.
How to make your marketing better.
Better marketing means having a better marketing strategy. It’s the main reason I love to using the fundamentals and techniques of Direct Marketing. Direct marketing itself is a strategy. Plus, Direct Marketing is all about the customer. With the opportunities in data, a marketer can truly speak to their customers DIRECTLY!
Give them what they want, when they need it, at a competitive price and customer service to knock their socks off. To make my point, consider some of the following on my short list of to-do’s:
- When you commit to a direct marketing strategy you need to commit to time. Let me make my point in the following lists of must haves.
- Prospects. Turn it them into customer and always collect data.
- Segment your customer data. There is no limit to the numbers of segments. You can have three or three hundred segments.
- You’re dealing with people. People change. Therefore, you must change.
- Define your objects and goals. Again, these are never static.
- Analytics and consumer profiling.
- Everyone has a favorite channel. It’s up to you to find these channels.
- Relevant copywriting to all customers and always something for them to buy more.
- Be known as a solution provider in the eyes of your customers.
- Always analyze each marketing program and test your assumptions.
There are more to the list. This is a good starting point. Always keep in mind that Rome was not built overnight. Plus you customers are human, they do change, just like you. To read more about my to-do’s just add a few key words to search this blog. Or visit DMCM and select a few marketing articles to read.
What could you add to the list? Can you share an experience you had with customer data? Got a question?
Comments are cheerfully welcomed and responded to!!!
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Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.
In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”
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