Target Marketing September 2014
Creative testing may sound like an oxymoron, but it's not when you're a direct marketing writer or designer. Testing creative elements, such as headlines, subject lines and format, is an effective strategy for improving results—both B-to-B and B-to-C. And the res
To develop a full-lifecycle view of customers, marketers must rely on customer relationship management (CRM) systems. Once you have a solid CRM technology platform in place, fueled by good data, you can begin to put revenue-generating strategies in place. Here are three CRM tactics to start with:
Customer relationship management (CRM) systems empower organizations seeking customer-focused strategies in marketing and sales to succeed in that journey. Yet half of large enterprise organizations struggle to drive CRM adoption. Remember: CRM is a technology platform to enable an end-to-end view of the customer, but it requires good data to fuel an accurate, multi-dimensional view.
Deliverability. Relevance. Engagement. ROI. At first glance, these four topics seem unrelated. Yet today's modern email marketer understands they are all required ingredients in every hot bowl of email success soup. After all, how can you achieve strong ROI when messages go undelivered? And try driving engagement while kicking relevance to the curb—good luck with that!
In Data Driven this year, we have explored opportunities unfolding in real time within the world of data-driven marketing. Data and design are not often part of the same conversation—but in a truly holistic campaign, they should be. Data can inform design in significant ways.
Hopkins Golf sees 20/20 all the time now. In January, the Los Angeles-based e-commerce company launched a referral program so its customers could get rewarded for what they were already doing—spreading word that HopkinsGolf.com was the place to buy tour-quality clubs, balls and clothes.
There is an increasing amount of buzz circulating about Web personalization these days. Many organizations embarking on significant site redesigns are considering it. But what is personalization exactly? How does it work? Does it make sense for all organizations. For years, user experience specialists have advocated the practice of designing online experiences with both a company's goals and a user's needs in mind. Though well-intentioned, this approach generally grouped site visitors together, assuming they had similar needs, exhibited the same behaviors and were looking for the same information.
Hallmark Channel celebrated the holidays in July, beginning more than a week of themed movies on the Fourth. Many retailers offer "Christmas in July" sales. Fundraisers may think they have a break from preparations until closer to the days when donors feel more empathy for others or a deeper need to find a tax deduction. But they're wrong, according to Blackbaud's "2013 Charitable Giving Report."
Many years ago, a giant USPS truck backed up to a house in Greenwich, Conn. and dumped 14,000 identical mailings onto the front lawn. The offer: membership in The Beginning Reader's Club—the Dr. Seuss books by mail. The beleaguered homeowner told the local newspaper he was very surprised, especially because he and his wife had no kids.
Who still sends direct mail? Many of the most successful companies in the U.S. In fact, nine of the top 10 on this year's Top 50 Mailers list are also on the Fortune 500 (including GEICO, which is a part of Berkshire Hathaway), and the one that isn't happens to be one of the world's largest nonprofit clubs (AAA). Once again, Target Marketing has teamed with Who's Mailing What! (WMW!) and its impressive library of current direct mail to track the top mailers of the past year.
Henry Ford supposedly said, "If I had asked people what they wanted, they would have said faster horses." That's often interpreted to mean you shouldn't ask what people want, because how can they know they want something they've never imagined?