Are you trying to figure out what your customer wants? Well, some fancy marketing person may try to get you to segment your customers into all kinds of “graphics.” Do you want to target customers of a certain income level? How about gender? Age? Or perhaps you should turn to psychographics that separate individuals by their interests, attitudes and aspirations. The issue is that sometimes, assumptions are made that go into creating or analyzing this data that don’t really capture customer behavior, because hey, we’re human and we tend to act out of emotion more often than rationality
Every morning I sit on a stool at the kitchen counter with a mug of coffee and three newspapers—Inquirer, New York Times and Wall Street Journal—next to the small TV tuned to CNN, MSNBC and/or Fox. Recently, I found a Boden catalog from Great Britain lying forlornly on my kitchen counter. I saw it lying alone on the counter pathetically crying for attention like a starving kitten and I picked it up. The more I studied it, the sadder I became at its utter incompetence. I couldn't read it, because all the type was far too small and much of it printed in reverse type over busy, mottled backgrounds.
I grew up wearing blue serge.
In the autumns of my youngest years, my parents would drive me to Best & Co. in Garden City, Long Island, and outfit me in blue serge for church and birthday parties—short blue serge pants with matching Eton jacket (no lapels), white shirt with big Eton collar and red tie. In the spring, same kind of thing, but summer weight.
When it came time to get my first pair of long pants, I was driven to Brooks Brothers on Madison Ave. in New York City, where I have been doing business since 1942.
It was a big deal when I got my first pair of blue serge long pants. My mother cried.
When I started going to dances, I would get tuxedos at Brooks Brothers and white dinner jackets for summer.
When cash was tight because of Andover bills in 1949-1953 ($1,400 tuition, room and board), we sometimes shopped at Rogers Peet on E. 42nd St.
Both Best & Co. and Rogers Peet are kaput. Brooks Brothers is a survivor.
But it won’t survive much longer if it continues to spend vast sums of money sending out blue-serge letters.
One plus one can equal more than two, noted direct marketing expert Reggie Brady, president of Reggie Brady Marketing Solutions, in the Target Marketing webinar, "The Recession-Busting Dynamic Duo: E-mail and Targeted Direct Mail," which took place April 30. Brady and co-presenter Eric Cosway, EVP/CMO of QuantumDigital, offered proof from catalog marketers Claire Burke, Exposures and QuantumDigital's own marketing efforts, indicating that integrated campaigns can boost response, sales and average order values far beyond the costs incurred to add the extra supporting e-mail campaigns.
When you read studies showing average e-mail open and clickthrough rates, do you compare your own results to these statistics with glee or chagrin? In either case, you have the opportunity to improve your results if you put a laser-like focus on your audience members. Give them content and offers they want, and you have a better chance of engaging them. The best e-mail marketing campaigns inject elements designed to stimulate interest and encourage interactivity. In short, they delight and engage readers. And, if your recipients feel this way about your program, they will be with you for the long haul. They’ll be much more
E-mail is a wonderful way to reach out to customers and prospects and engage them. But e-mail becomes an even more powerful tool when you find ways to integrate it with all your marketing efforts. The customer is king, and she holds the keys to the kingdom—the power to do business with you, or not. She will communicate with you and order from you through her channel of choice, which may change from moment to moment. She also expects a seamless experience. That means the look and feel of your e-mails, your Web site, your direct mail and your print ads should have some commonality.
Problem: Brooks Brothers needed to better target its women's wear e-mail marketing campaigns. Solution: Segment customers based on behavior. Result: E-mail conversion and click-through rates go up exponentially. Although primarily known for its men's clothing, retailer Brooks Brothers wanted to increase sales of its growing women's wear collection through an e-mail campaign. Its initial strategy was to use the self-identified information its e-mail customers provided via opt-in processes to divide customers into male, female and unknown segments. The female segment received a women's clothing-dominant e-mail with a smaller men's callout. The unknown and male segments both received the male-dominant version. However, this initial
Products on the Cutting Edge By Noelle Skodzinski It's just like the modern-day chicken and egg: Does technology evolve and change society? Or does society demand technology to adapt to change? It seems with direct marketing, the technological chicken and egg arrive at the same time, spinning around each other in a tenacious dance. "Click-to-call" technologies became available just as companies began trying to improve unchartered customer-service issues on cold, impersonal Web sites. (If click-to-call is still new to you—as it is to many—you can read more about it below.) But,