B2B Aquisition - Simple but Effective


I've been posting recently about multichannel marketing,  "Multichannel Marketing Integration is Vital", and while I'm convinced that communicating in multiple channels makes for very satisfied customers and responsive prospects, I've also noted that it's possible to be successful even when using one or one+ channels. Case in point:  a large, Read more

Multi-channel Marketing Integration is Vital: 3


But How Do You Actually Get There? Part 3 As I've been discussing in the post series, "Multi-channel Marketing Integration is a Vital Start But How Do You Actually Get There? Part 1",  knowing what to do is a start but if you are a small to medium business, or Read more

Multi-channel Marketing Integration is Vital: 2


But How Do You Actually Get There? Part 2 As I've already mentioned in my last post "Multi-channel Marketing Integration is a Vital Start But How Do You Actually Get There? Part 1",  knowing what to do is a start but if you are a small to medium business, or Read more

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Every Campaign Gain is a Win

December 15, 2011 Ann McCartan, DBMCatalyst Leave a comment  

We all set goals – email opens, email clicks, conversions, store visits, product purchases – for our marketing campaigns & programs. As we should! And typically those goals are high – 40% uplift, 20% incremental revenues or profits driven, 30% conversion. Many companies, especially when they are implementing more sophisticated techniques like multiple waves of communication or multi-channel initiatives, sometimes forget to factor in the type of audience they are addressing.

Consider a campaign to existing customers. If you are a service provider with loyal customers (those who have purchased from you repeatedly), you should look for modest gain. Hey, they already love you! Take the extra 2 – 3% gain over past campaigns and consider it well worth the effort. You’ve just retained a valuable customer who will continue to buy from you in the future. In one recent campaign, set to execute 4 communications to customers over 4 weeks, we’ve seen an 8% lift with just the first communication alone.

If you are looking for larger returns consider conducting an acquisition campaign. Those will typically drive higher returns with the right offer.

Remember that you are asking consumers to choose you and to trust that your product or service will provide ultimate benefit to them.  And remember that every campaign gain is a win.

Ann McCartan, DBMCatalyst

Comment Below to let me know what you think!

 

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