Customers are the lifeblood of any organisation, so a business needs to do everything it can to maximise customer loyalty and engagement by improving response rates. This shouldn’t be at the detriment of the customer or prospect but an interaction that provides value or benefit to both sides.
Customers can now easily access, research and purchase goods and products through multiple on & offline touch points which means companies need to ensure their communications are relevant, personalised and timely to get noticed and resonate with their audience.
Companies often overlook how they interact with customers and prospects; how they use the data they collect and do not address how they can increase the opt-in or engagement through their marketing.
To make sure your marketing campaigns are effective and provide better response rates, check our top 10 tips to ensure you are getting the most out of your data, your campaigns and your marketing budget.
Improve your marketing campaign response rates:-
- Check the Contact Preference Method of your campaign list; understand how your prospects or customers would prefer to being contacted. This should enhance the conversion rate of a campaign, whether to build brand awareness, information gathering or a sales promotion.
- DM Is Not Dead – Digital marketing is all the rage but direct mail is still thriving. According to 2013 statistics from the Direct Mail Association (DMA) , 65% of consumers across all ages have bought something from a direct mail piece, so don’t overlook this powerful mechanic.
- Data Quality/Integrity, ensure you data is cleansed and up to date to reduce wastage and negative connotations with your brand.
- Segment your database – Ensure you are not sending out blanket campaigns on or offline. By analysing and grouping your database by common traits e.g. age, affluence, interests etc you will be able to send targeted relevant communications to both prospects and customers.
- Catchment Area – Check that your catchment area is accurate by analysing the location of your current customers. Location analysis can refine where your target audience is located and how far they are prepared to travel for your product or service. It is pointless to market to prospects outside of your catchment area, unless you’re an online business.
- Accessibility and Ease – For information gathering campaigns, e.g. to find out interests, to update their contact details or sign up to competitions, make certain that the process is as quick and easy as possible. The longer it takes the consumer to fill out, the higher the drop off rate will be. Pre-populated forms or fields will increase your response rate and success of the campaign.
- Creative– Ensure you have the right balance and combination of visual imagery, branding, copy and call-to-action. The creative should be inviting and informative to achieve AIDA – Awareness, Interest, Desire and Action.
- Copy (and Call-to-action)– Ensure you copy is relevant to your target audience and that there is a clear call to action, this seems obvious but the reason to respond often isn’t stressed.
- Personalisation – To ensure marketing is targeted, a majority of professionals say personalisation is an essential part of any successful campaign. By personalising your campaigns the audience will be more inclined to read on and take action. 96% of organisations believe that personalised marketing improves response rates and personalised emails improve click through rates by 14% and conversion rates by 10% (Hubspot).
- Tracking & Reporting – analysing the stats from each campaign is essential to understand what is working and the cost per acquisition or lead. Don’t throw good money after bad continuing to run campaigns that aren’t effective for you.
For more information or advice on your marketing campaigns please contact us on 01926 887555 or email [email protected]