It strikes me that many companies seem to be out of compliance with the CAN-SPAM laws and don’t make it easy to even find the unsubscribe link. And, when I finally locate it and click on it, I’m often presented with a survey — and one that you can’t ignore.
The Power Punch
What’s the ideal offer expiration date? Any good direct marketer knows that you have to test and learn what works for your brand, but in the early days of direct mail the rule of thumb was six to eight weeks (long enough for the recipient to receive the offer in the mail, write a check and mail it back).
Every brand is obsessed with gathering information about their customers — from demographic data to purchase behavior. Sophisticated marketers use that data to build loyalty programs, predictive models and determine lifetime value.
Now, after attending three different colleges, I’m impressed with some of the strategies colleges are deploying to make sure they’ve got your kid (and you!) hooked for a four to six year relationship. Some of these institutions have mastered both acquisition and retention efforts and I wouldn’t be surprised if they could teach a course on the subject.
If a CEO is responsible for overall company management and fiscal health, isn’t a CMO responsible for overall brand value and the health of their customer relationships? And if not the CMO, then who?
What I will never understand is why any business would invest their precious marketing budget to have a booth presence at a tradeshow, but fail to design and execute a strategy that will optimize booth traffic from its target audience.