3.19 Class 5 — Direct Response - Anvil

wakefulchardDéveloppement de logiciels

17 févr. 2014 (il y a 3 années et 3 mois)

66 vue(s)

B2B Marketing

Class Five

Direct Marketing




Kent Lewis

kent@anvil
-
media.com


http://www.anvil
-
media.com
/b2b

Agenda

Class Project Due

Guest Speakers

Direct Marketing

Print

Hybrid

Online

CRM

News

Guest Speakers

Kimberly Wuepper

Six Degrees Consulting

kdwuepper@yahoo.com


Leif Youngberg

CoolerEmail

Leif@icebase.com




Direct Response Marketing

Place/Distribution: Direct marketing

Catalog


multiple SKUs

Direct response


print, hybrid, online

Telemarketing


old standby

Internet


the new 800 number

Key success factors:

List

Creative

Offer

Call to action

Testing

Direct Response

In
-
house database marketing

Collect email addresses

Get permission for updates

Send regular updates; email newsletter

List rental

Traditional print is well established

Be careful of email list integrity

Spend .20 to .40 a name for opt
-
in emails

Usually requires third party bonded house

Print Direct Response

Typical print response rate: .5% to 3%

Typical conversion rate: 1%

10,000 mailers = 100 responses = 1 sale

Costly production and distribution costs

Typical costs: $2.50 to $5.00

Follow
-
up mailers lift by half original rate

Little cost savings by volume

Vendors:

Eisenberg & Associates

Rosen Brown Direct

Hybrid Direct Response

Increase response by combining methods:

Print, telemarketing

Print, Internet

Expect 1% to 6% response rate

Integrate with CRM system for optimal value

Requires unique URL or tracking code

Personalization realistic option

Vendors:

Babcock & Jenkins

Hacker Group

Electronic Direct Response

Increase response to 5% to 8%

Reduce costs and timeframe by 80%

$100 per customer via banners

$50 per customer via print DM

$20 per customer via email

Instant fulfillment opportunities

Requires opt
-
in or double opt
-
in permission

Always leave an opt
-
out option

Viral component optional

HTML = sent, opened/read, clicks

Current focus on return on investment (ROI)

Marketing is moving to direct response model

Email marketing offers many benefits:

Rapid development and easy modification

Affordable production and testing

Thorough tracking and real
-
time reporting

Easy maintenance and automation

Email marketing will be $1.7B industry in 02

Electronic Direct Response

Electronic Direct Response

Automate processes and reporting

Integrates nicely with CRM systems

Track behavior as well as preferences

Vendors:

@once

Digital Impact

DoubleClick (FloNetwork)

MessageMedia

NewWorldIQ

Responsys

Strategic planning

List development

Copy & creative

Tracking & reporting

Campaign Components

Map objectives to audience

Determine optimal strategy

Special promotions

Event registrations

Downloads

Trial registrations

Email newsletter

Web
-
survey

Landing pages

Integration

Strategic Planning

List type

Spam

Opt
-
out

Opt
-
in

Double opt
-
in

House lists

Customers

Prospects

Other constituents

Co
-
op

E
-
pend

Rentals

List Management

Email components

Subject

Sender

Introduction

HTML vs. text

Hyperlinks

Offer

Call to action

Landing page

Testing is critical

Copy and Creative

Sent

Bounces

Unsubscribes

Profile updates

Open/Reads/Views

Clicks

Send
-
to
-
a
-
friend

On
-
site tracking

Conversion

Tracking and Reporting

Sample: InFocus

Sample: Anvil

Objective
:

Generate qualified leads to fill sales channel

Decrease cost per lead and sales cycle

Challenge:

Technology decision makers at target schools
difficult to reach

Strategy:

Create introduction email based on testing matrix

Increase number of trial subscriptions

Build qualified list for email newsletter

Results:

8.5% click
-
through rate

9.7% opt
-
in rate response rate

Case Study: Learning.com

Customer Relationship Management

Where sales meets customer service

More affordable to grow than acquire

Moving customers up the pyramid

Technology has revolutionized CRM

What is 1:1 communication?

An opportunity to listen

Exploring new ways to communicate

Segmentation offers improved relevance

Extranets and email are primary vehicles

Customer Relationship Management

Manage relationship from suspect to
mature customer

Many CRM systems offer DM capabilities

Features include auto
-
responder emails,
profiling and filtering

Vendors:

Clientele

FrontRange (GoldMine)

Onyx

Pivotal

Salesforce.com

Resources

www.1to1.com


www.accutips.com


www.adweek.com

www.brandweek.com


www.cooleremail.com


www.crmguru.com


www.dmnews.com


www.spamlaws.com


www.permission.com

B2B Marketing

Presentations next week

Bring in news, questions and comments

See you next week





Kent Lewis

kent@anvil
-
media.com


http://www.anvil
-
media.com
/b2b