Communication Planning

Typically we would create top level database segments (groups) for active, inactive and lapsed customers, and for each group develop a theme and template.

Then, within each group, we individually tailor content, images, offer, links, etc., to each person based on their prior interests and sales activity.

Specific email links take the recipient to their own set of pages on a campaign-specific microsite, where a sales alert is automatically sent to a pre-allocated member of the sales team upon a pre-defined set of actions occurring.

 Below is an example of a communication road map designed to maximise customer value...

• Month 1: ‘Clearance’ e-mail promotion - focusing on older stock or sale items.

• Month 2: Data gathering to obtain the missing email addresses from past customers with a direct mail promotion, using a simple card with an incentive to entice users to log on to a microsite and up-date their contact and email details.   Each mail card would be printed with a personalised website address for update and tracking purposes. 

• Month 3: Web-based 'survey' promotion. Sent to all customers and prospects to obtain details of the likely time scale for future purchases (Now, 1-3 months, 3-6 months, 6-12 months, 12 months plus).  Responders could be contacted at the appropriate time with an offer for the particular product they have shown interest in.  A 'survey' promotion could be repeated as and when required.  Other benefits could focus on what customers expect from their supplier and other products that they would expect to be able to purchase. View an example of a survey promotion 

• Month 4: Quarterly email newsletter to include articles relevant to product lines plus details of popular products, new and exciting products, clearance products, special offers, etc.

• Months 5 & 6: Acquire new customers with an email or direct mail promotion using bought-in prospect lists with similar profiles to the customer base.

• Month 7: Second quarterly email newsletter.

• Month 8: Summer offer email promotion to all customers with incentive/prize draw.

• Month 9: Recommend a friend promotion; this would be an e-shot encouraging clients to provide email addresses of friends likely to be interested in your range of products in return for an incentive - free product, vouchers, etc. - given once a friend makes a purchase.

• Month 10: Third quarterly email newsletter.

• Month 11:  Christmas promotion to all customers and prospects, optionally with gifts, discounts or vouchers - selected based on past trading value - to thank high value and loyal customers for their custom.

• Month 12:  January sales email promotion - notifying customers of the offers that will be available.

  For for information about 1-2-1 targeting, click here

  If you are interested in having a 1-2-1 targeted marketing campaign developed for your business,
  call Tech4T on +44 (0)1733 890790 or email info@tech4t.co.uk