Anchor Computer

A recent study has shown an increase in email marketing click-thru rates by up to 20% for marketers who personalize subject lines.

Imagine the possibilities… if you were to go beyond first name personalization and engaged customers based on their interests, lifestyles and buying behaviors.

Here are 3 ways you can market to customers on a more personalized one-to-one level, and bring your ROI to new heights.

1. Data Enhancement: Send messages and offers that appeal directly to your customer’s needs….

Enhancing your file with demographic data allows you to add valuable information and segment your offers based on your customer’s interests, lifestyles and buying behaviors.  Marketing that directly addresses your customer’s wants and needs are more valued and more likely to get a response. For example, you probably wouldn’t get a great response if you sent a promotion on pet food to a household without pets.

If you are marketing to consumers, overlay information such as age, marital status, presence of children, income, homeowner, buying behaviors, and lifestyle interests.

If you are a business-to-business marketer, choose from firmographics such as number of employees, sales volume, and SIC codes.

2. Customer Profiling: Get to know your customers better!

Taking a “snap shot” of your marketing database allows you to identify the key characteristics that make up the customers on your list.  Profile customers based on key demographics, lifestyle, purchase history, and even predict who will make their next purchase.  You can also define your “best” and most profitable customers, and target new prospects just like them.  Aligning marketing efforts with customer profiles is a great way to gain insight on who your customers are, so you can communicate on a more one-to-one level and boost your marketing ROI.

3. CRM Retargeting: Deliver highly personalized web ads to your offline contacts (CRM).

CRM Retargeting leverages your offline data and delivers custom online display ads to your contacts as they surf the web.  Serve custom banner ads across 98% of major websites, based on your customer’s wants and needs.  Increase your ad relevance by enhancing your contact data using the data enhancement and customer profiling services mentioned above.

Use retargeting to improve your current online display advertising performance, increase the effectiveness of your email and direct mail efforts, and keep your brand in front of customers – driving them back to your website.

Maximize campaign relevancy and personalization in your marketing today!  Anchor can help you develop and implement programs that deliver specific messages, to specific customers, at a specific point in time, then track and evaluate results.

An estimated 294 billion emails (Worldwide) and 660 million mailpieces (in the U.S.) are sent each day, according to the United States Postal Service® and Radicati Group.

As inboxes continue to flow with information, consumers are becoming more adept at scanning through messages and giving attention to information that is relevant to their interests. Messages that appear to lack relevancy are likely to go unnoticed.

Customer Profiling

Increase Campaign Relevancy with Customer Profiling
Customer profiling is your first step to increasing response rates and sending targeted and relevant messages. Identify the key demographics, lifestyles, and buying behaviors that make up your “best customers” and target prospects with similar characteristics. These “look-a-like” prospects represent your best markets and are more likely to find your offers relevant – and respond.

Save Time, Money and Cut Acquisition Costs
Weeding out unresponsive segments and targeting the prospects that match your “best customers” can also help you reduce marketing costs and achieve a higher ROI.

• REDUCE COSTS: Target prospects that “look like” your most valuable customers
• MAXIMIZE RESPONSE: Send highly targeted offers to similar customer segments
  
• EXPAND MARKETSHARE: Tweak existing products to appeal to unresponsive customers
• INCREASE SALES: Develop additional products to match the needs of customer profiles

Ask Anchor how customer profiling can help you improve customer retention, acquisition, up-selling and more!

For more information, contact your Sales Executive or Nancy Atwood at 631-306-9364.
Email nancy@anchorcomputer.com

5 Part Blog Series: Part 2 – KISS (Keep It Simple Stupid)

It’s a very old principle, but one which works fairly well!  In other words, don’t try and do too much with your marketing database. It is very easy to become enamored with the elegant, complex database solution. However, when building your first database, it is better to start small, support a single marketing program and work to guarantee success with achievable goals.

Large complex databases take longer to complete and increase the likelihood of missed deadlines and lost opportunities. By simplifying the database as much as possible, you increase your chances for a successful implementation.

It is important to set realistic timeline expectations for building the database. Most relational databases will take from 10-12 weeks to complete. This longer timeframe is because, by design, relational databases deal with more complex issues in maintaining data. The structure and processing for maintaining the complex linkages must be thought through completely!

All too often, people expect a relational database to be built in 4-6 weeks and to get the business, many vendors will agree to the quick turn-around. Cutting yourself short on time is a quick path to disaster! The vendor will be forced to take short-cuts to deliver the database on time, which will result in you not receiving the best possible results.

When working with the database designer during the initial database build, remain skeptical about the need for all the requested data. Make sure there is a proven marketing requirement for the data allowing it to be incorporated into the database.

As an example, consider product related information. In a database intended to support acquisition efforts, it is not likely that you would need to incorporate product data into the marketing database. However, for a loyalty program, product purchase history and data about the product may be very useful in executing the marketing campaign.  Not all databases support only a single marketing program, so keep in mind your objectives, as well as the marketing requirement when evaluating data for inclusion in the marketing database.

KEEP IT SIMPLE!

Read Blog Series: Critical Factors in Building a Marketing Database

Part 1 – Begin at the End!  Define Your Objectives

Part 2 – KISS (Keep It Simple Stupid)

Part 3 – Standardize/Normalize Your Data

Part 4 – Create An Accurate Budget

Part 5 – Set Measurable Objectives

Summary