Critical Success Factors of. Presented by: Kathleen Maher, Product Manager, V12 Group

Transcription

1 Critical Success Factors of Acquisition Marketing Presented by: Kathleen Maher, Product Manager, V12 Group

2 Introduction Choosing the right campaign deployment strategy Selecting the right target audience (Relevance is Key!) Effective creative Subject lines Appropriate mix of text & images Consistent with landing pages Sample creative Landing Page Testing

3 Campaign Deployment Options Most common campaign deployment options Stand-alone campaigns Bookend programs: Direct mail with pre/post-drop s to direct mail non-responders Synchronized with direct mail campaigns /direct mail/phone campaigns Forward on/share with a friend (Social media) Drip campaigns (multi impressions) Day of week Best day of week to deploy is client specific Only Rule: No weekend deployment

4 Selecting the Target Audience Two ways to select target audience 1. Current customers Capture addresses at checkout Append addresses to customer database 2. Prospective customers Focus on people that look like your best customers Focus on those that live within your primary trade area

5 Creative that Motivates Click Through Product/Service Information % Interested Displaying Price 62.7% Photo of Product 61.7% Delivery Information 43.7% Brand Name 42.4% Displaying Dollar Savings 36.1% Brief Description of Product 36.1% Displaying % Savings 24.3% Number of Items/Days Left in Sale 14.9% Ratings and Testimonials 13.0% In Our Experience Enticing photos and clearly displayed price information are most effective ways to drive click-through Source: abs

6 Segmentation & Personalization Delivering relevant content to segments in personalized ways requires more than an address. It requires a database that accommodates multiple fields of information and data capture points with information entry fields corresponding to the database. The more information collected, the greater the ability to segment and personalize which is essential to improve relevancy of content delivered. personalization is essential to building trusted relationships. The more detailed and personal the information, the less willing prospects are to provide it and marketers are to request it. Collected and used Collected by not used Not collected Basic contact information (first and last name) 87% 12% 1% Extended contact information (address, phone, etc.) Business contact information (company name and role) 57% 54% 21% 29% 25% But 14% the reality is that Source of lead 47% 27% 25% Demographic data (age, gender, region, etc.) 28% 19% 52% Source: MarketingSherpa s Marketing Benchmark Survey Methodology: Fielded Jul-Aug 2009, N=1,493 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7 Other Creative Considerations Issue #1 Greater than 50% of consumers view using a preview pane Solution: Place important messages at top of to ensure content is viewed in the preview pane or on handheld device Issue #2 80% of business readers, and 53% of consumer readers block images Solution: Increase opens by designing for the Red X by using Alt Tags to deliver text message at top of so reader gets key message if images are turned off Issue #3 Wrongly filtered s waste $1 of every $9 spent Solution: Use multiple small images as opposed to one large image and keep text to image ratio of to 60/40 to prevent getting stuck in Junk Folders

8 Landing Pages Landing pages must funnel visitors to a strong call to action Content must support claim in easy to digest manner Layout must use limited navigation to avoid distracting visitor Look and feel must match creative to ensure consistency The page must load quickly

9 Sample of Good Landing Page Support Creative Landing Page

10 Creative Sample: Effective Creative Main message above the fold If images are disabled, recipient can still read offer Perfect mix of html and text Copy easy to read, relevant copy Clearly states promotion Multiple ways to get more information

11 Creative Sample: Marginal Creative Dark background makes for hard to read No clear call to action The call to action link is near the bottom won t be seen if viewed in preview panes One large image will cause delivery issues and trouble viewing in clients

12 Elements to Improve Campaign Effectiveness Has your organization performed or planned to perform A/B split or multivariate testing on these elements to improve the effectiveness of your campaigns? Tested on a regular basis Haven't tested but plan to No plans to test Subject lines 48% 36% 16% Offer/calls to action 47% 35% 18% Send time/day of week 42% 33% 25% Creative copy/layouts 41% 39% 21% Landing pages 36% 40% 25% From lines 17% 38% 45% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: MarketingSherpa s Marketing Benchmark Survey Methodology: Fielded Jul-Aug 2009, N=1,493

13 Summary The execution of a single effective campaign, much less your entire marketing strategy, requires some serious thought, planning, scheduling and tweaking. So, take some time to look ahead and develop an marketing plan that addresses the key critical success factors talked about here today - to keep you focused and on track to meet your goals. Visit the V12 Group Marketing Resource Center for More Information on Acquisition Marketing