September 2, 2010
For Better Direct Marketing Results, Pull The Trigger
To further improve direct marketing ROI, you have to plan for and automate your organization’s response to any of several customer actions. Did your recipient delete your last email? What about that prospect who cruised your link, but ultimately abandoned your website?
It’s smart to plan for and infuse your marketing campaign with automatic “triggers” that quickly react to these and other common user responses.
There’s more than one way to nudge a customer, of course, so consider these possibilities:
- A “yes” response to an email offer will receive a quick thank you.
- The person who does not respond will also be contacted again, but perhaps via a different pre-determined channel (a direct mail postcard, a letter, or even a different email alert).
- By the same token, the person who visits a website and says “yes” will be contacted in a way targeted to Internet responders.
To add cause-and-effect triggers to any marketing campaign, start with a yes/no flow chart based on your first marketing effort. If an email to solicit orders was the first step in your marketing plan, you’ll need to decide how to deal with the people who did and did not respond. That means, after Phase I, you’ll have at least two more marketing touches to plan. Depending on how in depth you’d like to go, these two touches could workflow into multiple follow-up campaigns.
Check with us to learn more about automatic triggers. To set up an appointment with an EU expert to discuss your next campaign, please contact our marketing department at marketing@euservices.com.
