After 30+ years in marketing, the most important advice I can share with anyone is this: When it comes to marketing communications, stop treating all your customers and prospects the same.
They are NOT the same ... and they will react/respond differently if you take the time and make the effort to market to them differently. This fact has been proven time and time again — most recently in the five case studies presented in the Sept. 30 Direct Marketing IQ Brunch & Learn webinar, "Big Things You Can Do With Little Data" (available on demand).
For example, AAA of Northern California, Nevada and Utah, was looking for a way to build relationships with their members in their first year of membership. The hypothesis was if members knew more about all the benefits of membership, they would be more likely to renew.
Research had identified that members knew about Emergency Roadside Service, but other than that, awareness of other member benefits was virtually nonexistent. How did AAA solve this problem?
- They sent an email to new members with an enticement to take a five-question survey.
- Based on the answers to the survey, members were segmented into three life stages: single/married without children, single /married with young children (14 or younger), and single /married with teenagers.
- These segments were then tested against a "no responder/unknown" segment to determine the lift in response that could be achieved through the segmentation efforts.
- AAA blasted an email — every two weeks — that highlighted a different Membership benefit.
The result? Life stage segments opened emails at a rate that was nearly 2.5x higher than the "unknown" segment — and, in some instances, the clickthrough rates were more than double.
When you think about it, those results make perfect sense, because instead of an email that simply states a generic message like "Save X% at ABC Company when you use your AAA card," the message to the families with teens suggested items that would be of most interest to teens: saving X% on sunglasses, music and computers. Families with young children were encouraged to save X% on photo albums and scrapbooks, zoos and theme parks, car seats and playpens, while those without children were told how they could save X% on dining, entertainment and travel.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.