The key to getting better response rates in today’s cluttered marketing landscape is to properly leverage customer feedback, says Ernan Roman, president of direct marketing consultancy Ernan Roman Direct Marketing, in Douglas Manor, N.Y. When customers opt in to receive your marketing messages in return for more targeted communications in the future, he explains, your efforts are more likely to be read and acted upon.
During his session “Learn the 3-Step Multichannel and Opt-In Marketing Process That’s Achieving Response Rates of 40% Plus,” at last week’s DM Days New York Conference & Expo, Roman shared the following three tips on soliciting priceless customer insight:
• Define “value-add” based on what your customers think this means rather than what your executive team decides works best for you. When you deliver what your customer values, you develop a closer relationship.
• Another way to determine your company’s best value propositions is to ask long-term customers why they have continued to do business with you. They might have key reasons for doing so that you never could have anticipated—and might have learned about the hard way by phasing out a service they prized.
• When trying to integrate your company’s multichannel communication process, don’t go it alone. Ask customers what information should come via which channels/formats. This insight then can guide the database structure you use to power a contact program, automated or otherwise.