We have talked to multiple marketers who want to be able to reach more of their loyalty program members via direct mail. Email is their current primary tactic due to low outbound cost and emphasis is placed on each store gathering email addresses at sign-up both in...
Let’s be honest. Customer churn is part of business. The question is how can you reduce it? Here are some of the ways you can keep churn to a minimum. 1. Identify which customers are at risk of churning Start by looking at your customer list. Which customers appear to...
The following case study from Marketing Sherpa demonstrates the power of looking at segment metrics and performance vs. just looking at averages. It also demonstrates the impact of reducing churn and turning new customers into frequent customers. SoftwarePundit had...
Let’s say you have a customer who purchases specific items every 6 weeks on average from you or at least finds their way to your website or store in that time. It’s been 8 weeks with no purchase. Do you know that they’ve lapsed? How do you bring them back? The first...
For decades, brand awareness has been the subject of research and study. Is branding a good investment of your marketing dollars? To what extent does brand awareness truly influence the final purchase decision? Experienced marketers know brand awareness does matter....
If you’re a driven direct marketer, it would certainly be a goal that your direct marketing would be performing better at the end of the year than it was at the beginning of the year. There is only one way that’s going to happen: experimentation and testing. The idea...
As marketers, we are surrounded by data. From in-house customer information to third-party data that rounds out customers’ demographic and behavioral profiles, we have more data at our fingertips than ever. According to InvestPro, brands that use data-driven marketing...
When developing a direct mail campaign, do you take into consideration whether your goal is customer acquisition or customer retention? You should. The two groups are quite different and should be marketed to differently. Customer Acquisition Acquisition mailings are...
When do you engage with your customers? Is it only when you want to sell them something? If so, consider extending the conversation. Customers are more loyal when they feel that you care about them personally, not just the bottom line, so here are three ways to keep...
Do you send out the same message to every person that receives your direct mail? While you might get a few responses from your campaign, you won’t see nearly the ROI than you would if you harnessed your customer data and plugged it into your direct mail for a...
