How can I avoid tests that are designed with someone else’s goals in mind? When planning a longer term direct marketing campaign, consider whether each test cell has a significant volume of data available within the same selections. Otherwise, testing might need to start again from scratch in Round 2. Many lists will have varying …
The backbone of your communication is the selected marketing universe, as no amount of clever salesmanship, compelling offers or attractive creative can undo poor targeting or low data quality. Sending your message to an individual or business that does not qualify for your offering wastes marketing resources and time spent dealing with unserviceable customers. Effective …
Profiling enables marketers to gain meaningful insights into market segments through comparing them to an external data universe. Key benefits: Find more prospects that fit the profile of profitable customers / campaign responders Prioritise your campaign to reach the low hanging fruit first Tailor meaningful messages to your target market by getting closer to your …
Of the 5 traditional media planning & buying principles, continuity is often forgotten in B2B marketing (the other 4 are reach, frequency, impact and coverage). We aim to reach a portion of our audience with an optimum frequency, by addressing the area in which we aim to build solid coverage, with impact. We then generate …
To size your market, we need to ask the question: Who are your customers and why do they buy from you? This sounds like a question that should be easy to answer, but when you take a step back and think about it, it is often hard to describe your customers in meaningful terms. By …
Viewing an unresponsive email / web page on a mobile device is irritating, as it looks squashed and unfriendly. This increases the chances of someone closing the email / browser or, worse still, unsubscribing. Growing and farming a solid email marketing database is becoming the preferred method to maintain an ongoing stream of revenue from prospect …
It makes sense when you first consider B2B an acquisition email campaign, as you are saving money on printing, paper and postage / calling. But beware of false economies and risks. There are many challenges in this space, including: Compliance Data availability and segmentation options Responsiveness Compliance: While many companies claim to offer compliant email …
These will include, but are not limited to, the way that direct marketers need to: Manage customer and marketing data Communicate with prospects in all direct marketing activities Consider the definition of “personal information” We strongly recommend that marketers take the time to understand all of the changes, with particular focus on: Australian Privacy Principle …
Getting more with less will remain on the agenda for any new financial year, so why not resolve to improve results without working harder? Albert Einstein famously stated that insanity is doing the same thing over and over again and expecting different results. With this in mind, why not review your business in relation to the …
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