Careful planning and
proven techniques are the best way to deploy
effective campaigns and response rates.
Targeted Messages: Chop your database into
smaller, segmented slices based on preferences and past
behaviors, in order to make your messages as relevant as
possible to each group.
Don’t just segment when you can
use the full power of the database to personalize e-mail
content to individual name, history, likes and dislikes.
Boost response rates by
creating unique products, information, compelling
content, pricing or gifts. Match offer with segment.
Your campaign’s primary objective should be to
have prospects take action. Examples include:
Click to….. link to more information, buy, join,
communicate with a sales representative, participate in
a survey, play in a contest or refer a friend.
Marketing: Many marketers think the Web is
primarily a direct sales medium, rather than a
multifaceted communications tool that can used to create
sales activities in other channels. Decide on your
objective / strategy.
Giving respondents a micro Web site to respond to,
plus a picture paints a thousand words.
Use a micro Web site option for
your off-line promotions.
Text vs. HTML:
Measure & Report:
Tracking the actions of your customers and prospects is
critical. After deploying several
campaigns you will have generated a mountain of response
information to analyze.
Analyze campaign response data in conjunction with
Web site visitor behavior data to get a single, unified
view of your customers and prospects behavior.
Track what pages prospects visited; what information
they viewed, and what products they bought.