This document outlines 10 advantages of direct marketing (DM):
1. DM is measurable and allows tracking of long-term customer behavior and value.
2. DM enables extensive testing to discover what works best.
3. DM provides both customer money and valuable customer information.
4. DM allows being personal by targeting individual timelines and moments.
5. DM communications can be timely by reaching customers during preferred moments.
6. DM enables personalization down to individual customer level.
7. DM offers flexibility in message length and level of detail.
8. DM can be cost-effective from simple to elaborate messages.
9. DM gains undivided customer
This document discusses launching a CRM program and provides tips for success. It begins by noting people prefer quick and easy solutions and that names matter, suggesting calling it "customer relationship management" instead of "direct marketing." It defines CRM as direct marketing in action and notes CRM is not just software, nor is it easy or quick. The document advises asking questions about understanding customers before launching CRM and provides tips if the answers are yes or no. It encourages testing promotions against theirs with a money-back guarantee. In closing, it provides contact information and requests feedback.
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Similar to #7 - Personalization - Bulgarian version (20)
This document outlines 10 advantages of direct marketing (DM):
1. DM is measurable and allows tracking of long-term customer behavior and value.
2. DM enables extensive testing to discover what works best.
3. DM provides both customer money and valuable customer information.
4. DM allows being personal by targeting individual timelines and moments.
5. DM communications can be timely by reaching customers during preferred moments.
6. DM enables personalization down to individual customer level.
7. DM offers flexibility in message length and level of detail.
8. DM can be cost-effective from simple to elaborate messages.
9. DM gains undivided customer
This document discusses launching a CRM program and provides tips for success. It begins by noting people prefer quick and easy solutions and that names matter, suggesting calling it "customer relationship management" instead of "direct marketing." It defines CRM as direct marketing in action and notes CRM is not just software, nor is it easy or quick. The document advises asking questions about understanding customers before launching CRM and provides tips if the answers are yes or no. It encourages testing promotions against theirs with a money-back guarantee. In closing, it provides contact information and requests feedback.
This document provides 11 useful direct marketing tips. It advises marketers to not underestimate direct marketing and to always test databases before renting them. Small changes through testing can bring significant results. Marketers should use customer data to personalize communications and explain benefits in detail with long copy. They should prove their claims with evidence and value building a quality database. Marketers need to be clear in their messaging so people hear and read what is most important. Overall, the tips encourage marketers to test, optimize, and personalize direct marketing efforts.
This document discusses using online and SMS promotions for direct marketing. Some key points made are:
1. Online and SMS promotions allow for quicker, cheaper, and easier communication with customers compared to traditional direct mail.
2. While results from online and SMS promotions may not be as strong as direct mail, the data collected from participants, such as contact information, is still valuable for future promotions.
3. Incentives should be offered to encourage participation in promotions and data collection. Permission to contact participants again in the future should also be requested.
4. Promotions using SMS can engage customers through contests and sending time-sensitive notifications about sales or new locations.
The document is a presentation on personalization in direct marketing. It provides examples of how to personalize direct marketing communications by including name, interests, gender, age, location, purchase history and message frequency preferences. Personalizing with 2-6 data points can double response rates for email campaigns, and personalizing with 7 or more data points can triple responses. For direct mail, personalization can increase response rates by up to 20%. It provides tips on personalization including using accurate customer data, testing different approaches, and embedding relevant facts instead of overusing the recipient's name.
The document discusses the importance of deliverability in direct marketing campaigns. It notes that no matter how good the product, price, or message, poor delivery can ruin a campaign. The document provides tips for improving delivery of direct mail, email, SMS, and B2B campaigns. These include list hygiene, opt-in permissions, content expectations, and testing across platforms. The document emphasizes that anti-spam laws and user perceptions define what is spam, so marketers must focus on permission and value to recipients.
This document provides tips and guidance on testing in direct marketing. It emphasizes that testing allows marketers to know what works rather than guessing. It outlines various elements that can be tested, from email subject lines and envelopes to prices and incentives. The benefits of testing include making businesses safer by avoiding failures and allowing prediction of results. A step-by-step process for running tests is described, involving selecting groups, promotions, comparing and monitoring results. Repeating tests is advised to gain reliable insights. Various online and offline testing examples are also included.
This document discusses customer segmentation and provides tips for how to segment customers. Segmentation involves dividing customers into homogeneous groups based on common characteristics like demographics, location, buying behaviors, or attitudes. Properly segmenting customers allows direct marketers to communicate more efficiently by targeting specific groups with tailored messages and offers. The document outlines criteria for defining effective customer segments and recommends starting with a customer list and purchase history to identify initial segments before refining them using additional variables.
This document provides tips on managing a customer database through maintenance and exploitation activities. It emphasizes the importance of regular maintenance like updating customer information, and exploiting the database through reporting, segmentation, targeting and profiling customers. Key recommendations include focusing maintenance on active customers, rewarding customers for helping update their information, and treating customers as individuals rather than averages.
The second presentation from the "Direct Marketing Tips" set shows you how to organize in a better way the data gathering for your customers' database.
This is the first material from the "Direct Marketing Tips" series, published by Mediapost Hit Mail. Its aim is to demonstrate the vital importance of an own database with customers for every business and the ways it could be used for boost sales.