2012 is here, I, like many, will be thinking about customer retention. You don’t want your customers to have to unsubscribe from your emails.
Once a consumer unsubscribes from an email, the majority will not re-subscribe. Admittedly, unsubscribing from email lists per se would not make the top 10 list of resolutions, but enough people have the will to un-clutter their lives and get organised. And this can translate into reassessing which brands they engage with.
Here are some top tips on how to stop people unsubscribing in the first place. And, if they do, I’ll show you how to make it a positive consumer experience and take back control of the unsubscribe process.
1. Be relevant
The first and most obvious tactic is to make your ongoing email communications the most relevant you can. The more engaged your consumers are, the less likely they are to unsubscribe from your emails. The focus for this article is not around how to achieve this, but just to highlight one of my best pieces of advice when it comes to developing relevancy. As my American colleagues say “don’t try and boil the ocean any small steps you can make will improve relevancy and make a difference”.
2. Listen
Make sure you remember that email is there to help foster a relationship and all good relationships are about listening to the other person. Demonstratively acting on the information a consumer gives you, be it on frequency of email or type of offers, will make your consumers feel more engaged with the brand and email programme.
3. Sell the benefits
One best practice that brings great results when subscribing consumers is to clearly articulate the benefits of subscription. This messaging should continue, especially as those benefits should change over time as you refine the programme. So make sure your consumers know what those benefits are
4. Manage your email subscriptions
Creation of a subscription management page (SMP) also acts as a powerful tool in reducing unsubscribes for a variety of reasons.
The SMP page gives the consumer an easy place to update information. At its simplest (for example, a change of address) there are numerous stories of customers unsubscribing because they had changed email address and not seen an easy way to update. The other mainstay of the SMP page is allowing you to collect preference information that can then be used to make the content more relevant
5. Be flexible
Try offering changes in frequency. If the buying cycle for a product or service is infrequent, a monthly communication may be too much but quarterly would be more appropriate. Remember that the consumer will only be engaged with five to 10 brands at any one time. So, unless you happen to be an Apple or an Amazon, the chances are your consumers engagement will wax and wane over time. However, if there is still an ongoing periodic engagement, then you have a much greater chance to interact when the time is right for the consumer.
6. Respect people’s channel preference
Brands need to collect and understand their customers’ channel preference. I am a firm believer in the effectiveness of email and, as reports such as the DMA email benchmarking report H2 2010 http://www.dma.org.uk/toolkit/national-email-benchmarking-report-h2-2010 show, email is a powerful and relevant medium. Your consumers, however, live in a multichannel world so if they’d rather hear from you via social or mobile then you should be aware of this and act upon it. Again, having an ongoing relationship means you still have the opportunity to get them engaged with the email channel at a later date.
However it should also be understood that whatever options and data you collect make sure that this is used to enhance the consumers’ experience so that they feel there was value in giving up that information in the first place.
7. Take control of unsubscribe process
Make it easy for your consumer to unsubscribe and help reclaim the process from the spammer. This may sound counter-intuitive but consumer engagement is built on trust. Obviously, having a robust unsubscribe process is essential but so is making it clear in each email where people have to click to unsubscribe. And, of course, I would make it just as easy to change address!
Also if, for whatever reasons, your unsubscribe process is not going to be instant then make sure you manage the consumers’ expectations. Explain that it may take a few days and that they may receive an email in the interim.
8. Inspire trust with your unsubscribe process
Consumers have become increasingly wary of using the unsubscribe button because it was the way that spammers could confirm a real email address and creating distrust for all. As responsible marketers, we have a vested interest in being transparent and honouring expectations not only for the success of individual email programmes but for the overall health of the channel.
9. Use unsubscribe as a listening opportunity
If the consumer does decide to unsubscribe use this as an information/ listening opportunity, ask them why they are leaving. This information can then be used to better develop the programme. Done sensitively, asking why is not obstructive and also has the added benefit of helping stop unwanted unsubscribes. There have been numerous occasions we get requests from clients asking us to re-subscribe a customer because they were just clicking the links to make sure they could unsubscribe if they actually wanted to.
10. Avoid the spam button
Taking back control of the unsubscribe process is also important from two aspects. For many years, there was a trend for people not to unsubscribe but to hit this is spam button even though at some point there had been a genuine opt-in. With the increase of reputational deliverability filtering this can have a negative effect for the rest of your consumer programme and have a detrimental effect on the overall programme. Also the rise of functions such as the Yahoo unsubscribe folder – do away with the ‘this is spam issue’ but you lose the opportunity to understand why or to offer the frequency or channel options discussed above. So make sure you keep control of your unsubscribe process
CFL have the knowledge and experience to build a custom email campaign for your business - please email philm@cflmarketing.co.uk for some examples or call us on 01225 782669
Monday, 9 January 2012
Thursday, 5 January 2012
DMA Report: Promoting to the Mobile Consumer
A recent study conducted by DMA and sponsored by Velti surveyed consumers across four countries and indicates that promotional marketers face both opportunities and issues when tackling the mobile consumer.
Consumers are generally open to promotional offers, but they have very clear preferences about where they want to receive them and the type of offers that they like. Getting the right pitch into the right channel will therefore have a positive uplift on marketing performance.
Key findings from this research indicate that there are both opportunities and issues facing promotional marketers as they look to tackle the mobile consumer:
• British and American consumers are different to those in Germany and France. In the UK and the USA, there is a strong appetite for preference-based offers (75 per cent and 72 per cent respectively) and very low levels of resistance to getting offers (5 per cent in both countries). In Germany and France, offers based on likes and dislikes also have the greatest traction, but at a lower level (46 per cent and 50 per cent respectively). There are also far more consumers in these countries who want no offers at all (22 per cent).
• Three quarters of consumers regularly pass on offers to friends and family - this would rise even higher in the UK and USA if there was an incentive to do so.
• Online promotional sources have been widely adopted, with Groupon taking the highest share (60 per cent of consumers in France use it, 52 per cent in the USA and 45 per cent in Germany). In the UK, My Voucher Codes maintains an advantage, at 42 per cent using compared to 35 per cent for Groupon.
• Printing vouchers remains the primary mechanism for redeeming offers in the UK and USA (71 and 75 per cent), but using discounts in online shops has overtaken print in Germany (56 per cent compared to 49 per cent). Half of British and American consumers are also redeeming offers online.
• Mobile redemption is growing steadily, at between 16 per cent in the UK, 17 per cent in USA, 18 per cent in Germany and 24 per cent in France. Mobile consumers are still principally using email to opt-out of promotional marketing (77 to 80 per cent) rather than SMS (18 to 28 per cent).
• There is still a task for brands and network operators to demonstrate to consumers the benefits of receiving promotional marketing and gaining permission to do so. In the UK and the USA, acceptance rates for promotional marketing received over mobile are lower than for promotions in general. Over time, willingness for these offers to be promoted via the mobile channel is likely to rise.
• While advertisers have a significantly higher level of preference over network operators when it comes to sending offers, this may be because networks have left a promotional gap - at best, only half of consumers in France have been promoted to by their operator in the last month, falling to one third in Germany and less than a quarter in the UK and USA.
Click Here to see the full Report - http://www.dma.org.uk/sites/default/files/tookit_files/velti_report_2011.pdf
Consumers are generally open to promotional offers, but they have very clear preferences about where they want to receive them and the type of offers that they like. Getting the right pitch into the right channel will therefore have a positive uplift on marketing performance.
Key findings from this research indicate that there are both opportunities and issues facing promotional marketers as they look to tackle the mobile consumer:
• British and American consumers are different to those in Germany and France. In the UK and the USA, there is a strong appetite for preference-based offers (75 per cent and 72 per cent respectively) and very low levels of resistance to getting offers (5 per cent in both countries). In Germany and France, offers based on likes and dislikes also have the greatest traction, but at a lower level (46 per cent and 50 per cent respectively). There are also far more consumers in these countries who want no offers at all (22 per cent).
• Three quarters of consumers regularly pass on offers to friends and family - this would rise even higher in the UK and USA if there was an incentive to do so.
• Online promotional sources have been widely adopted, with Groupon taking the highest share (60 per cent of consumers in France use it, 52 per cent in the USA and 45 per cent in Germany). In the UK, My Voucher Codes maintains an advantage, at 42 per cent using compared to 35 per cent for Groupon.
• Printing vouchers remains the primary mechanism for redeeming offers in the UK and USA (71 and 75 per cent), but using discounts in online shops has overtaken print in Germany (56 per cent compared to 49 per cent). Half of British and American consumers are also redeeming offers online.
• Mobile redemption is growing steadily, at between 16 per cent in the UK, 17 per cent in USA, 18 per cent in Germany and 24 per cent in France. Mobile consumers are still principally using email to opt-out of promotional marketing (77 to 80 per cent) rather than SMS (18 to 28 per cent).
• There is still a task for brands and network operators to demonstrate to consumers the benefits of receiving promotional marketing and gaining permission to do so. In the UK and the USA, acceptance rates for promotional marketing received over mobile are lower than for promotions in general. Over time, willingness for these offers to be promoted via the mobile channel is likely to rise.
• While advertisers have a significantly higher level of preference over network operators when it comes to sending offers, this may be because networks have left a promotional gap - at best, only half of consumers in France have been promoted to by their operator in the last month, falling to one third in Germany and less than a quarter in the UK and USA.
Click Here to see the full Report - http://www.dma.org.uk/sites/default/files/tookit_files/velti_report_2011.pdf
Wednesday, 4 January 2012
Back to work and back to reality!!
Christmas is over, it’s a new year…its back to work and back to reality!!
Now is the perfect time to start over and think about driving more custom back to your business after the busy festive period.
January sales should be in full swing…but before you know it February will arrive…so its not too soon to start promoting Valentines.
So why not contact CFL to build a targeted promotion?
Whether its Design, Posters, Flyers, Mailings, Door Drops, Banners, Emails,Web Sites, Social Media, Data Capture or SMS text messages, we can help!
CFL posses that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.
Take a look at some examples of our work below
Remember – don’t just leave it and hope things will pick up.. drop us a line 01225 782669 - or email philm@cflmarketing.co.uk
Now is the perfect time to start over and think about driving more custom back to your business after the busy festive period.
January sales should be in full swing…but before you know it February will arrive…so its not too soon to start promoting Valentines.
So why not contact CFL to build a targeted promotion?
Whether its Design, Posters, Flyers, Mailings, Door Drops, Banners, Emails,Web Sites, Social Media, Data Capture or SMS text messages, we can help!
CFL posses that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.
Take a look at some examples of our work below
Remember – don’t just leave it and hope things will pick up.. drop us a line 01225 782669 - or email philm@cflmarketing.co.uk
Tuesday, 3 January 2012
Top retailers need to focus on email basics
There are many areas of email marketing that retailers need to work on, according to Silverpop’s 2011 Top 100 Retailers Study.
More than 20% of the UK’s top retailers send no emails in the first 30 days after opt-in. This could lead to new subscribers forgetting about the retailer and why they wanted to interact with them in the first place.
Silverpop also found that UK retailers are not making the most of opt-in and opt-out opportunities.
Although 97% of retailers who have an email programme placed the opt-in on the homepage, half of them placed it at the bottom of the page.
Email opt-ins should appear throughout the website, according to the study. New site visitors coming from search engines or social media sites won’t necessarily land on your homepage.
Marketers need to go where their customers are, says the study and encourage opt-ins in all those places. For example, SMS opt-ins from offline advertising and billboards or email opt-in forms on the retailer’s social media pages.
Only 27% of UK retailers offer consumers the choice to receive fewer emails or messages through other channels at the opt-out stage. Giving the subscriber more options could help avoid them hitting the unsubscribe button.
CFL are experts in building Email Marketing campaigns for our leisure and retail clients
Please see our best practice guide below
www.cflmarketing.co.uk
More than 20% of the UK’s top retailers send no emails in the first 30 days after opt-in. This could lead to new subscribers forgetting about the retailer and why they wanted to interact with them in the first place.
Silverpop also found that UK retailers are not making the most of opt-in and opt-out opportunities.
Although 97% of retailers who have an email programme placed the opt-in on the homepage, half of them placed it at the bottom of the page.
Email opt-ins should appear throughout the website, according to the study. New site visitors coming from search engines or social media sites won’t necessarily land on your homepage.
Marketers need to go where their customers are, says the study and encourage opt-ins in all those places. For example, SMS opt-ins from offline advertising and billboards or email opt-in forms on the retailer’s social media pages.
Only 27% of UK retailers offer consumers the choice to receive fewer emails or messages through other channels at the opt-out stage. Giving the subscriber more options could help avoid them hitting the unsubscribe button.
CFL are experts in building Email Marketing campaigns for our leisure and retail clients
Please see our best practice guide below
Integrated Email Marketing Best Practice
View more presentations from CFL Marketing
www.cflmarketing.co.uk
Tuesday, 22 November 2011
Direct Mail on the rise in the US
Marketers will spend $163 billion on direct marketing in 2011, a 5.6% increase compared with last year, according to a report released by theDirect Marketing Association (DMA) on Oct. 2. The report also found that direct marketing accounts for 52.1% of total U.S. ad spending.
The DMA projected that direct marketing ROI will reach $12.03 of sales per dollar of expenditures in 2011.
Next year, digital marketing's share of marketing budgets will increase by two percentage points to 21%, according to the DMA. Of the various direct marketing channels, mobile is forecast to experience the most growth over the next year, rising by 38.7% to $1.2 billion. By contrast, direct-response magazine, radio and newspaper spending are all expected to decrease over the next year, with direct-response newspaper advertising predicted to decline by 9.9% to $7.0 billion.
Telemarketing is expected to remain the top spending channel, growing by 0.8% next year to $36.9 billion. Direct-response TV is expected to follow at $22.9 billion, a 3.8% bump from 2011.
The DMA projected that direct marketing ROI will reach $12.03 of sales per dollar of expenditures in 2011.
Next year, digital marketing's share of marketing budgets will increase by two percentage points to 21%, according to the DMA. Of the various direct marketing channels, mobile is forecast to experience the most growth over the next year, rising by 38.7% to $1.2 billion. By contrast, direct-response magazine, radio and newspaper spending are all expected to decrease over the next year, with direct-response newspaper advertising predicted to decline by 9.9% to $7.0 billion.
Telemarketing is expected to remain the top spending channel, growing by 0.8% next year to $36.9 billion. Direct-response TV is expected to follow at $22.9 billion, a 3.8% bump from 2011.
Friday, 18 November 2011
Tactics to keep pace with print evolution
An interesting article From the November 01, 2011 Issue of Direct Marketing News
The printing and production sector has undergone major transformation in a digitally dominated market, and many marketers can now use the dual impact of print media and technology to communicate marketing messages to customers. At the same time, there has been a recalibration of expectations for improved sales and greater return on investment.
The Direct Marketing News experts offer up their best advice to help marketers take advantage of these advancements, including Web to print technologies. As Natasha Kesaji, VP of client services at the Jacobs Agency, notes: “Print communications need to connect with online assets to continue the dialogue with customers.” Rocky Abbett, VP of NOVA Marketing Services, advises marketers to segment lists carefully, and get creative with design and packaging in traditional campaigns. Dustin LeFebvre, EVP at Specialty Print Communications, indicates that internal culture must change and become more nimble, collaborative and relationship-focused in order to drive advancement.
Dustin LeFebvre, EVP, Specialty Print Communications
For much of its history, the evolution of print seemingly moved at the pace of a drifting continent. Even in recent years as digital has taken root, print has been perceived by many as a fading tactic of the luddites. A couple years back, I even concealed my badge in shame at an Association of National Advertisers event, as digital and social media became the rage and threatened to render "old media" obsolete.
However, today digital is driving print, and printing is now digital. A tectonic shift is at hand; the same technology that threatened to displace print is providing it new vitality.
Digital and hybrid printing are now delivering a user-driven customized experience that drives to digital. It is quietly insistent, a vital tool to extend an engagement. Print is now intertwined with digital technology, and moving forward, the two will evolve in concert. Expect a major, industry-changing innovation every few years.
As a marketer, keeping pace with this "hyper evolution" in the printing industry will work to your competitive advantage. Here are five tips to help you do so.
1. Create a culture of change.
To keep pace with the ongoing innovation and new technology in today's printing industry, you should contribute towards a company culture that is amenable to change. Expect and anticipate change as an organization, and structure your company to be adaptable.
Entrepreneurial spirit and autonomy will enable first mover advantages on new trends and technologies.
2. Collaborate.
Discuss ideas in a team environment, both internally and externally. Use strategic partnerships already in place to share ideas, laterally apply experience, and ask unexpected questions.
By leveraging partnerships, we were able to pioneer a four-color hybrid imaging process to enable companies to tailor direct mail to individual customers with the visual combination of variable words and pictures. We were able to realize this as a capability thanks to vendor partners, technology providers, and academic cooperation.
3. Use whitepapers.
Read consultant whitepapers to stay abreast of new industry technologies, trends and innovations. Additionally, don't limit yourself to traditional media. Follow relevant social media feeds for real-time updates.
4. Attend trade shows.
Many new products and technologies are launched at trade shows for maximum exposure and effect. Attendance and curiosity will put you on the cutting edge as sales reps fall all over themselves to share with you how their new widget will revolutionize your professional landscape.
These types of shows occur every year in the U.S. and throughout the world, and can be invaluable in terms of keeping you ahead of the competition. The largest worldwide show, Drupa, takes place this coming May in Germany.
5. Be relationship-focused.
Business isn't sterile; it's conducted between people. Being approachable as an individual and a company provides opportunities to make both professional and personal connections. Oftentimes, people seek to do business with people they like and respect, so understanding the value of relationships makes good business sense.
Rocky Abbett, VP, NOVA Marketing Services, a division of the Matlet Group
Greater technology capabilities, including the rise in popularity of quick response (QR) codes, has fed the growth in dimensional mailing. It has also reset expectations for improved sales and greater return on investment (ROI) among marketers. Combining dimensional mail pieces with QR codes can help improve campaign effectiveness by increasing the number of touches with your target audience. Here are four things to keep in mind.
1. Do your data homework.
It begins with list management and your database. Segment your in-house list to selectively reach those customers that best match the parameters of your campaign in order to generate the best ROI results. If you are reaching out to new customers, emphasize quality over quantity. More names for less money is not always the best choice. Choose demographics that mirror your customer profile.
2. Trust your design.
It is a visual world, and your mailer needs to make a statement. Be bold about the colors, shapes and unique sizes you use. Use these to drive customers online, where you can continue to engage them on your website.
3. Make packaging a priority.
Use a substrate or paper stock that will travel well through the postal stream to ensure the piece arrives undamaged. Bring multiple technologies into play and consider the latest advancements using foils, scents or shiny coatings. Also keep in mind that Pantone recently introduced 175 new colors for designers, so think about some that would make an impression with your target audience.
4. Analyze and learn.
Make sure to analyze the ROI for each marketing campaign. It takes time and is often overlooked, but it is the only way you'll know if your efforts have paid off. Did this mailer accomplish your goals and reach the intended audience? What did you learn from your customers? What could you do differently the next time to enhance the customer's experience?
Natasha Kesaji, VP, client services, Jacobs Agency
With the fragmentation of media, marketers need every audience touchpoint to further engage and drive the next interaction. Print communications need to connect with online assets to continue the dialogue with customers, as well as maximize the impact of marketing investments.
The integration of variable printing with digital response technologies has allowed print communications to become more relevant and prompt digital experiences directly. Here are three ways to leverage the print to Web technologies to spur further audience engagement.
1. Determine the next appropriate touchpoint beyond print.
Evaluate where the print media aligns with your audience's decision-making process, and then provide them with the next touchpoint towards their purchase. Deliver content or brand experiences in the form of a video, webinar, text message or social media. Drive prospects to landing pages or microsites to complete purchases or other actions.
2. Identify the best response technology.
If you have enough customer data, consider using personalized URLs (PURLs) to create a richer and more one-on-one online experience. If you lack the level of customer data necessary for PURLs, try leveraging a quick response (QR) code on your non-variable, printed pieces to send targets to rich media, promotions or specific Web pages.
3. Ensure content fulfills expectations.
There is an expectation of a more robust experience beyond a standard HTML website when targets respond through these mechanisms. After your prospect makes the effort to engage, the last thing marketers want is to disappoint them. Be sure to create a personalized experience that acknowledges past interactions compared with asking the respondent to identify themselves. Remember to optimize the resulting QR code content for mobile Web so you fulfill that expectation for "quick response" and do not have deterrents like slow-loading video.
For More information on how CFL can help you combine printed marketing materials with online media please log on to www.cflmarketing.co.uk
The printing and production sector has undergone major transformation in a digitally dominated market, and many marketers can now use the dual impact of print media and technology to communicate marketing messages to customers. At the same time, there has been a recalibration of expectations for improved sales and greater return on investment.
The Direct Marketing News experts offer up their best advice to help marketers take advantage of these advancements, including Web to print technologies. As Natasha Kesaji, VP of client services at the Jacobs Agency, notes: “Print communications need to connect with online assets to continue the dialogue with customers.” Rocky Abbett, VP of NOVA Marketing Services, advises marketers to segment lists carefully, and get creative with design and packaging in traditional campaigns. Dustin LeFebvre, EVP at Specialty Print Communications, indicates that internal culture must change and become more nimble, collaborative and relationship-focused in order to drive advancement.
Dustin LeFebvre, EVP, Specialty Print Communications
For much of its history, the evolution of print seemingly moved at the pace of a drifting continent. Even in recent years as digital has taken root, print has been perceived by many as a fading tactic of the luddites. A couple years back, I even concealed my badge in shame at an Association of National Advertisers event, as digital and social media became the rage and threatened to render "old media" obsolete.
However, today digital is driving print, and printing is now digital. A tectonic shift is at hand; the same technology that threatened to displace print is providing it new vitality.
Digital and hybrid printing are now delivering a user-driven customized experience that drives to digital. It is quietly insistent, a vital tool to extend an engagement. Print is now intertwined with digital technology, and moving forward, the two will evolve in concert. Expect a major, industry-changing innovation every few years.
As a marketer, keeping pace with this "hyper evolution" in the printing industry will work to your competitive advantage. Here are five tips to help you do so.
1. Create a culture of change.
To keep pace with the ongoing innovation and new technology in today's printing industry, you should contribute towards a company culture that is amenable to change. Expect and anticipate change as an organization, and structure your company to be adaptable.
Entrepreneurial spirit and autonomy will enable first mover advantages on new trends and technologies.
2. Collaborate.
Discuss ideas in a team environment, both internally and externally. Use strategic partnerships already in place to share ideas, laterally apply experience, and ask unexpected questions.
By leveraging partnerships, we were able to pioneer a four-color hybrid imaging process to enable companies to tailor direct mail to individual customers with the visual combination of variable words and pictures. We were able to realize this as a capability thanks to vendor partners, technology providers, and academic cooperation.
3. Use whitepapers.
Read consultant whitepapers to stay abreast of new industry technologies, trends and innovations. Additionally, don't limit yourself to traditional media. Follow relevant social media feeds for real-time updates.
4. Attend trade shows.
Many new products and technologies are launched at trade shows for maximum exposure and effect. Attendance and curiosity will put you on the cutting edge as sales reps fall all over themselves to share with you how their new widget will revolutionize your professional landscape.
These types of shows occur every year in the U.S. and throughout the world, and can be invaluable in terms of keeping you ahead of the competition. The largest worldwide show, Drupa, takes place this coming May in Germany.
5. Be relationship-focused.
Business isn't sterile; it's conducted between people. Being approachable as an individual and a company provides opportunities to make both professional and personal connections. Oftentimes, people seek to do business with people they like and respect, so understanding the value of relationships makes good business sense.
Rocky Abbett, VP, NOVA Marketing Services, a division of the Matlet Group
Greater technology capabilities, including the rise in popularity of quick response (QR) codes, has fed the growth in dimensional mailing. It has also reset expectations for improved sales and greater return on investment (ROI) among marketers. Combining dimensional mail pieces with QR codes can help improve campaign effectiveness by increasing the number of touches with your target audience. Here are four things to keep in mind.
1. Do your data homework.
It begins with list management and your database. Segment your in-house list to selectively reach those customers that best match the parameters of your campaign in order to generate the best ROI results. If you are reaching out to new customers, emphasize quality over quantity. More names for less money is not always the best choice. Choose demographics that mirror your customer profile.
2. Trust your design.
It is a visual world, and your mailer needs to make a statement. Be bold about the colors, shapes and unique sizes you use. Use these to drive customers online, where you can continue to engage them on your website.
3. Make packaging a priority.
Use a substrate or paper stock that will travel well through the postal stream to ensure the piece arrives undamaged. Bring multiple technologies into play and consider the latest advancements using foils, scents or shiny coatings. Also keep in mind that Pantone recently introduced 175 new colors for designers, so think about some that would make an impression with your target audience.
4. Analyze and learn.
Make sure to analyze the ROI for each marketing campaign. It takes time and is often overlooked, but it is the only way you'll know if your efforts have paid off. Did this mailer accomplish your goals and reach the intended audience? What did you learn from your customers? What could you do differently the next time to enhance the customer's experience?
Natasha Kesaji, VP, client services, Jacobs Agency
With the fragmentation of media, marketers need every audience touchpoint to further engage and drive the next interaction. Print communications need to connect with online assets to continue the dialogue with customers, as well as maximize the impact of marketing investments.
The integration of variable printing with digital response technologies has allowed print communications to become more relevant and prompt digital experiences directly. Here are three ways to leverage the print to Web technologies to spur further audience engagement.
1. Determine the next appropriate touchpoint beyond print.
Evaluate where the print media aligns with your audience's decision-making process, and then provide them with the next touchpoint towards their purchase. Deliver content or brand experiences in the form of a video, webinar, text message or social media. Drive prospects to landing pages or microsites to complete purchases or other actions.
2. Identify the best response technology.
If you have enough customer data, consider using personalized URLs (PURLs) to create a richer and more one-on-one online experience. If you lack the level of customer data necessary for PURLs, try leveraging a quick response (QR) code on your non-variable, printed pieces to send targets to rich media, promotions or specific Web pages.
3. Ensure content fulfills expectations.
There is an expectation of a more robust experience beyond a standard HTML website when targets respond through these mechanisms. After your prospect makes the effort to engage, the last thing marketers want is to disappoint them. Be sure to create a personalized experience that acknowledges past interactions compared with asking the respondent to identify themselves. Remember to optimize the resulting QR code content for mobile Web so you fulfill that expectation for "quick response" and do not have deterrents like slow-loading video.
For More information on how CFL can help you combine printed marketing materials with online media please log on to www.cflmarketing.co.uk
Thursday, 17 November 2011
Life After Christmas!
I'm sure you’re aware it’s only 4 Weeks till Christmas......however how do you plan on bringing in the punters in the new year? Its easy to fall into the trap of spending all your time and resources making the festive period a success and forgetting about what comes next!!
Now is the perfect time to plan you marketing activity to both Businesses and Consumers going forward into 2012.
The next few weeks are will be the busiest time of the year...so why not put a bounce back promotion in place for all of those customers for the new year?
Why not contact CFL to build a bounce back promotion?
Whether its Design, Adverts, Posters, Flyers, Mailings, Door Drops, Data Capture, Banners, HTML Emails, Landing Pages, Websites or SMS text messages, we can help!
CFL posses that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.
Take a look at some examples on your website – www.cflmarketing.co.uk
Like us on Facebook for all the latest client news - http://www.facebook.com/#!/pages/CFL-Marketing/193903033957534
Follow us on twitter - http://twitter.com/#!/cflmarketing
Remember - you don't have long so drop us a line 01225 782669 - or email philm@cflmarketing.co.uk
Now is the perfect time to plan you marketing activity to both Businesses and Consumers going forward into 2012.
The next few weeks are will be the busiest time of the year...so why not put a bounce back promotion in place for all of those customers for the new year?
Why not contact CFL to build a bounce back promotion?
Whether its Design, Adverts, Posters, Flyers, Mailings, Door Drops, Data Capture, Banners, HTML Emails, Landing Pages, Websites or SMS text messages, we can help!
CFL posses that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.
Take a look at some examples on your website – www.cflmarketing.co.uk
Like us on Facebook for all the latest client news - http://www.facebook.com/#!/pages/CFL-Marketing/193903033957534
Follow us on twitter - http://twitter.com/#!/cflmarketing
Remember - you don't have long so drop us a line 01225 782669 - or email philm@cflmarketing.co.uk
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