Strategies and Solutions for Profitable Direct Marketing
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E-Mail : What's That Contact Worth?
November 2008 From Target Marketing
Today, smart marketers are beginning to tie their marketing activities to the lifetime customer value of various segments of their databases. E-mail is a key ingredient in this approach and can be used to target marketing dollars more effectively by sending more relevant messages and offers. Instead of blasting out a single message to an entire database, a marketer can tailor messages to customer segments based on their lifetime values, both to solidify the relationship with those customers and to try to build the value of lower-performing segments. Targeting messages this way has other rewards, too: More relevant messaging means recipients are more likely to open and act on your e-mail and less likely to unsubscribe, go inactive or simply report your e-mail as spam.
November 2008 From Target Marketing
Today, smart marketers are beginning to tie their marketing activities to the lifetime customer value of various segments of their databases. E-mail is a key ingredient in this approach and can be used to target marketing dollars more effectively by sending more relevant messages and offers. Instead of blasting out a single message to an entire database, a marketer can tailor messages to customer segments based on their lifetime values, both to solidify the relationship with those customers and to try to build the value of lower-performing segments. Targeting messages this way has other rewards, too: More relevant messaging means recipients are more likely to open and act on your e-mail and less likely to unsubscribe, go inactive or simply report your e-mail as spam.
The Great Mentors (4,982 words)
October 1998 From Target Marketing
Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective
October 1998 From Target Marketing
Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective
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