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OLD Good for mass marketing but hard to maximize Lifetime Customer Value. ONE WAY
NEW - Permission Based Driving a consistent message to keep your customers connected with your brand or product through targeted marketing mediums such as print, web, radio, and direct mail advertising. It provides an opportunity for your customers to connect with you in a way that is comfortable for them. Multiple Channel Marketing The result - higher response rate, more repeat buyers and increased revenues. Your database holds the information.
Adding Permission-Based Email Marketing as a key component to your marketing strategy will motivate and engage your customer to take action. Email Marketing evens the playing field for any size business as long as you ask permission from your audience first and follow industry best practice guidelines.
Lead Generator Web Site Visitor Subscriber via web collect or in-store opt-in First - Time Customer Repeat Customer Multi- product Customer Brand Advocate Permission-Based Email (Build a relationship based on customer preferences) Lead Nurturing, Conversion and Retention Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation process all the way to purchase.
Depends on your industry and customer buying cycle.
Follow Subscriber’s Rule Philosophy
Focus on key events
Seasonal - Email only coupon with special code to measure ROI
Upcoming Friday after Thanksgiving, Cyber Monday
Personal - customer birthday, anniversary
Follow multiple channel marketing calendar to tie into special events
Utilize CRM or POS to send based on customer behavior
Brand Advocate $3,225 / year Visit at least once / week (52 wks x 2 x $31) Welcome Email Welcome Email Birthday Email Anniversary Email Birthday Email Anniversary Email Customer Anniversary Email Monthly newsletter Month 1 2 3 4 5 6 7 8 9 10 11 12 TY gift from trade TY gift from trade TY gift from trade TY gift from trade Monthly newsletter Monthly newsletter Customer Anniversary Email Month 1 2 3 4 5 6 7 8 9 10 11 12 Monthly newsletter Miss You Email if two months lapse Random CS Survey Random CS Survey Miss You Email if two months lapse Direct Mail Request customer comment for newsletters Request customer comment for newsletters Invite to Special Events Invite to Special Events Monthly newsletter Monthly newsletter Random CS Survey Random CS Survey Request customer comment for newsletters Request customer comment for newsletters Invite to Special Events Invite to Special Events TY gift from trade Loyal Customer $1,600 / year Visit 2 days / month
B-2-B Example of how to initiate the sales cycle
Click Invitation to attend Webinar Follow up campaign Personal phone call Direct mail, etc. No Click Campaign Offer (Whitepaper) Accept Decline Try again