Worldata Advisory A W O R L D AT A W H I T E P A P E R :

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1 Worldata Advisory For more information on how Worldata can help you implement the techniques highlighted in this Advisory please contact Jay x176 or JayS@CorpWD.com. Worldata is the leading provider of and Postal List Brokerage, List Management, Transmission and Tracking, Database Marketing Services, Merge/ Purge, and Custom Marketing Solutions. Q Top 10 Critical Techniques to Test to Improve Your Marketing A W O R L D AT A W H I T E P A P E R : All marketers alike are looking into the world of as a major element of a media plan. marketing is more competitive than ever and it is essential to equip your program with the most successful techniques for improving the performance of your programs N. Military Trail, Boca Raton, FL Phone: Fax: Web: mail@worldata.com member

2 has become a staple element of the direct marketing industry and proves that it will hold weight in the upcoming years. With more marketers using for acquisition and retention of customers, the ability to stand out to readers among the sea of s has become the focus of marketing departments around the globe. There are critical steps to take into consideration that can help you improve the return-on-investment of your campaign programs. This report will help you take action to improve your marketing starting from the campaign planning stages until after you have deployed the program. Test 1 Create Multiple Types of Links on Your More than 70% of clients block images by default. That being said, having a giant, yellow star flashing with a Click Here will get no response if a reader has not enabled images. Text-based links are the way to avoid your Call-To-Action from being overlooked. Whether you choose to solely use text placed links in lieu of graphics or not, it is imperative to at least include a hyperlinked text statement that follows through to the landing page. Click Here Click Here Test 2 Think of an Offer that Creates a Sense of Exclusivity to Recipients People are flooded with s on a daily basis you need something to make them feel like this offer is superior to any other that they are receiving. involvement increases if the reader thinks that they have received something that most other people did not. If there is a software program exclusively available for selected financial executives or a retail store is having a sale that is restricted to private insiders by invitation-only, the buyer is more inclined to see what is being sold. Did You Know? Having a word related to Exclusive in an subject line generates an increased open rate of 24%. Page 2

3 Test 3 Track Your Click Here for Trouble Viewing Link One of the most important links to watch click-activity on is the one at the top of an offer that allows recipients to Click Here for Trouble Viewing. If you are seeing that this link is getting over 15% of your total clicks, then you are trending above industry averages. In such cases, updating your template is the answer. The appearance of s on new online, desktop and mobile platforms render images, background colors and HTML coding different than they have in years past. You want to try and ensure that as many people as possible who are taking the time to click on your are clicking to take a course of action, not simply because they cannot read it. Test 4 Take Into Account Your Mobile Readers is no longer only read on a desktop or laptop computer. On average, 34% of all s are now read on a mobile device. When creating an template for a one-time program or an ongoing campaign, an essential element is a link for users to View on a Handheld or Mobile Device. This allows there to be a stripped-down version of the that will show properly on any mobile reader. You should also utilize a pre-header in your templates to cater to this audience. A pre-header is a line of text above your offer that renders properly and shows up first in any platform. Did You Know? 34% Of All s Are Read On A Mobile Device Test 5 Throw Your Marketing All-In This is the time to test a new concept in your called All-In Marketing. This concept indicates that all of the links in an go to one, standard landing page. Instead of linking your corporate logo to the company web site, one image to a registration form, another to the contact form and another to a report, try making every link direct to one registration page consistent with the offer. This way, you are limiting the options that people have if they click on your . messages that drive all link traffic to the same location have a 48% higher conversion rate than those s allowing for multiple destinations. Page 3

4 Test 6 Commit to Making One Change In any new program you are planning, commit to making at least one change from what you have done in the past. This way you can test response spike, or reduction, and implement the best-performing factor going forward. You can make a small change, such as the name in the from line, the subject line or a few of the specific words in your copy. Or you can try to compose a bigger change such as increasing the number of places to click, simplifying the content, highlighting more action items or testing a brand new offer. Test 7 Generate a Sense of Urgency Using Time-Sensitivity When you are ready to complete the marketing creative, take one last look at it and generate a sense of urgency for the recipient, ideally in the subject line. If someone reads an offer for a product or service that is only available for a certain time period, they may be more willing to act immediately because they feel there is a chance they will miss out. Try including urgency by creating an expiration phase with subject lines such as 2-Day Only Sale or Registration Ends Today. Test 8 Consider the Landing Page The landing page that your offer clicks to is just as important, if not more important, than the itself. This is where you need someone to fill out information or make a purchase. marketers are facing the greatest regret with their marketing programs abandon rate, the amount of people that end up on a registration page but do not fill it out. In order to avoid this, implement a few upgrades to your landing page. Start by using the same image on both your message and landing page people associate the two and feel more comfortable off-the-bat about filling out a form because they feel as if they have already read most of the information in the . Eliminate any unnecessary fields needed for immediate collection. For every additional required field you ask for, you risk losing anywhere from 6% - 11% of your leads. Another way to enhance your landing page is to ensure that there is only one direction for the user to go - do not put additional offers or extraneous links on the page that might cause people to click away from the registration form. Page 4

5 Test 9 Check the Domains Not the domain you are using the domains in the data file you are sending to. Similar to direct mail, there are studies done to examine the credit score of consumers throughout the country. On recipients have a higher credit score addresses combined! This can be accredited to the assumption that some people have multiple addresses and they to sign-up to receive information, but not as their primary account. These grave-yard mailboxes may not convert into as many opens as others, so test an that omits these mailboxes from your file before deploying. Test 10 Use 10% of Your File as a Focus Group Select 10% of the file you plan on mailing to and divide that audience into 2 groups. Unlike direct mail, you have the flexibility with to determine elements that work better to roll out with instead of testing with your entire database. Take these 2 groups, each only 5% of your file, and send them an offer with two different subject lines. Wait 24 hours before you check the open rates and click-through rates of both groups, comparing them head-to-head. Once you see which is performing better, roll out the rest of the file to receive the and subject line that performed better. How Can Worldata Help You? Increase Marketing Response Rates Help Target Your Prospect Audience Improve Data Quality Segmentation Much More! : Top 10 Critical Techniques to Test to Improve Your Marketing Visit our Website at Worldata 3000 N. Military Trail, Boca Raton, FL Phone: , Ext. 222 Fax: