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 Maximising
the return on your marketing campaigns can be
a daunting task that relies heavily on knowing
what will engage and motivate recipients.
While
many companies depend on the click-through rates
of previous emails, this gives a limited picture
with many gaps to fill and only shows who is
responding - not who isn’t.
We
offer a solution to grow your customer value
where every customer (or prospect) is targeted
with a dynamic message - i.e. where message
content and images change based on their prior
interests, trading patterns or purchase history
- and where every action they take is applied
to refine targeting of subsequent promotions.
Click
image to view our targeting workbench
solution
Our
approach can apply to both email and
direct mail communications!
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Developing Customer Loyalty and Value
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For each
email communication,
the products offered, the pictures displayed, the message
used and the content of the microsite (campaign website)
landing and information pages are analytically selected
and personalised for each and every prospect!
Importantly - Tech4T do all the technical parts leaving
you to optimise your sales and marketing.
This
example campaign was targeted to deliver a tailored
offer to selected customers based on their profile and
lifetime value.
To do this,
we built a 'targeting workbench', profiled customers,
defined an appropriate segmentation scheme and put in
place the campaign production infrastructure.
This included our targeting, email tracking and campaign
microsite systems, analysis skills, support and much
more. We...
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Worked
with the client to develop the campaign strategy.
This covered phases for customer retention, growing
value through up-sell, cross-sell and product migration,
reactivating 'high-value' lapsed customers and recruiting
new customers that had profiles similar to those
of the most profitable existing customers.
For this we can research and acquire third party
data.
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Merged
and cleansed data from various lists and databases.
We used a copy of the client's operational and historical
data, matching records using 'fuzzy logic' as there
was no unique numbering scheme to link data within
all the files. We consolidated records in such a
way as to create enhanced marketing intelligence
whilst preventing any information loss from data
attached to duplicated contacts. We also researched,
acquired and merged third party prospect lists and
used email 'pinging' routines to validate as many
email addresses as possible prior to broadcast.
This increases the likelihood of email deliverability
and minimises the risk of Spam blocking.
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 Built
a 'single-view' targeting workbench
- for unrestricted data exploration, segmentation
and to manage the campaigns. This is not a
conventional marketing database or CRM system,
but a powerful analysis and 'train-of-thought'
targeting system. Its' flexibility enables marketers
to use any data and in any way to identify niche
segments and to develop and deliver individual,
personalised communications.
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Defined
target market segments.
First
we would analyse your data and then profile your
customers. From this intelligence we would define
an appropriate segmentation scheme to enable segment-relevant
targeting. Typically we would develop anything from
10 - 30 segments based on recency, frequency, value,
product , loyalty, etc., and use these to develop
ways to win, keep, grow and win back high value
customers.
In the example on the next
page we used three segments: Trade; Consumers
purchasing in the last 6 weeks; Consumers purchasing
prior to six weeks...
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Analysed the sales
data for every individual
- then used
this intelligence to create the rules and triggers
to vary the email and microsite content person by
person. This ensured absolute message relevance
leading to higher response, conversion and margin.
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Commissioned the
content
- creative design, copy, offer and web page layout
specially produced to match customer profiles, the
campaign focus and sales and marketing objectives.
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Developed a
campaign-specific
data-driven microsite
- with a customised database structure to automatically
match the web page content to each visitor through
a unique identification code in the email link.
Importantly, we set up an automated alert that emailed
details about the microsite visitor to a pre-allocated
sales person when a specific 'request for information'
web page was opened. The sales team could
then follow-up 'warm' leads given they knew the
prospect's interest even if they had stopped short
of submitting an enquiry form.
Note.
To enable the sales team to view the specific
1-2-1 offers made, we can create a custom set of
searchable web pages that mirror the products, price,
offer, etc. sent to each individual prospect or
customer.
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Executed the
campaign and analysed
the results.
This included tracking each and every action
each identified person took - who opened the
email, which links that person then clicked on,
which web pages they then looked at, when and for
how long. This is rather different from web analytics
where statistics are not linked to each individual
customer or prospect.
By analysing this data
we determined each person's specific interest/s
and which patterns of page visits resulted in sales
of a particular type. We then combined this information
with sales purchase data and used the resulting
intelligence to plan refined and even more relevant
communication strategies.
Outcome...
From just the first
wave of circa 10,000
communications,
the return on investment
(ROI) from costs directly attributable to the promotion
was circa 300% - and that was based on retail products
with only a very low margin!
A promotion
cost of just £4,000 brought in sales close to six figures
and a profit well into five figures!
With
other clients - where product/service margin is higher
- we have seen promotion ROI between 1,000% and 5,000%
See communication examples here
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