Facebook.com/ michaelleandernielsenBest question wins this book
Get 19 direct marketing case studies.email email@example.com
How would you describe direct marketing?I. A marketing activity direct to a potential buyer?II. A marketing activity that requires a response?
Whom is it cheaper to sell to? New customers Existing customers
Existing customers generate ”cheaper”revenue and recommend new customers Recommendation Reviews og endorsements WOM & 1-on-1 sharing
Which is cheaper to use forattracting a sale? Email market ing Direct mail Social media
Media channel effectiveness, simplified DIRECT & Cost per Cost per Convert to Actions Cost per OUTBOUND contact thousand action (sale) action Canvas call by 1.400,- 1.400.000,- 20% 200 8.325,- account manager Telemarketing 100,- 100.000,- 5% 50 2.000,- Direct mail 50,- 50.000,- 2% 20 2.500,- E-mail 10,- 10.000,- 0,75% 7,5 1.333,- SMS/MMS 7,- 7.000,- 0,15% 1,5 4.667,-• Test to find your optimal mix• Decide: sender control or recipient control• Combinations are often most effective in terms of ROMI
Integrating messages crosschannel Response increases, 100% for direct mail piece.Teaser e-mail. No online Direct Mail response Combined response from e-mail and direct mail is 125% better than no e-mail. Pre-mail, withonline response Direct Mail
Remember ! Your jobis about prioritizing - What is your objective? - How soon? - What can be done? - What is required to do that? - How can this instrument help me? - Are there better ways to accomplish my objective? 17
Email not so deadafter all...(tell your friends &colleagues)
Invest 1 US$ get 52, 43, 40, 39 US$ back Email marketing still the best performing instrument – delivering nearly twice as much as second place (SEM) in terms of ROMI
Use advertising on social networks topractice your A/B split testing skills
Fact 1: Direct mail is still highly efficientand plays on senses that digital cannotFact 2: Email marketing is growing, butbecoming increasingly difficult to handleFact 3: Gaining traction in social media isnot what most people think it would be
… and other new opportunities tointeract and get a response fromyour audience using QR codes (or not)
Me too, me too, me too,me too, me too, me too !
Break down the terriblyinefficient silo thinking
Direct marketing ismultichannel multiply ROMI by 5, 10, 25
Which reads the most words prminute – the eye or the ear? 2.500 words per minute 125 words per minute
Attention Spend: € 22 InterestRevenue: € 4.950 Desire www.linktext.com > learn more about this masterclass Action and see how attending can help you increase your email marketing ROI www.linktext.com
Which Tweet was most effective? Is marketing your game? Come join us on the FacebookA page for learning & laughs Best Facebook post this week (most shared), go see itB hereC See what we are talking about over on Facebook todayhttps://www.questionpro.com/a/showReportTab.do?surveyID=3321214
Which Tweet was most effective? Is marketing your game? Come join us on the 0,45% Facebook page for learning & laughs Best Facebook post this week (most shared), go 0,37% see it here See what we are talking about over on 2,67% Facebook today
Axe girl wake me up• Sign-up via qualification• IVR• Different Axe girl calls every dayThink: Solves a real problem in a fun way(service) and generates continous awarenesss
Get Get your 19 direct mail case studies in mid January 2013Send your request to Michael@michaelleander.me to get the 19 direct mailcase studies including a fantastic case study from Mediapost Hitmail Bulgaria
Allocation of focus in any direct marketingactivity – here specific to DIRECT marketing Message/offer Target group 40% 40% 100% 20% Creative
So how do we continuouslyacquire knowledgeabout our prospects and customers?
Significant changes inthe age of discoveryTransparency & trustRelevancyCustomer intimacyMultichannel mixImmediacy
In your market, which percentage ofprospects are buying now? 3% are buying now 6-7% are open to the idea 30% are not thinking about it 30% don’t think they are interested 30% are sure they are not interested
The average time spent on a taskbefore being distracted or switching to another is only 3 minutes 11 seconds.
Your target prospect is exposed to6000 advertisingmessages every single day
In Estonia too brands are competing fiercelyfor the attention of consumers
Consumers are becoming moreand more cautiousTrust is critical Remember your trust emblems (positive associations, testimonials etc.)
Short attention span, loads of intrusion- how do you cut through the clutter? Do I know you? Do I need you? Brain Can I trust filter you?
How to get into the Mind Box? Uniquepassionate emotional authentic focusedinteractivemeaningful …
Key problems fordirect marketers across the board One size fits all Irrelevant content Inconsistency And wrong choice of channels
Get busy checking the motor• Focus on your target groupand its need• Work actively with your content• Align your sales process with • Offer/message first, thenthe presumed/documented copy, then ”creative”buying process • Test, test, test – if possible• Experiment to learn and improve • Differentiate your• ROMI must be central messages• Use flowcharts. ALWAYS • Be creative to achieve results• Online/offline in combination – not to win fancy awards or the admiration of your peers and family Do not leave anything to chance
Significant changes in buying behavior No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime*OTS = Opportunity to see
Worth remembering• OTS (Opportunity to See) is important• Remember your sales funnel conversion tactics
Get pictures & more concrete what –to-do advise at free webinar Get your firstname.lastname@example.org
A B C CTR: 26,22% CTR: 5% CTR: 10,32Which one performed best in terms of CTR?A, B or C?
The direct marketing funnel • Where do respondents come from? • Identify source + cost per Lead • Where is each prospect top, mid, end of funnel? • How are we going to educate, nurture? • What type of automation is required • How are we going to score prospects and customers? • What is the minimum requirement for differentiation? • Where does marketing start and stop, sales start and stop, retention start and stop.
Better profiling gets 50-70% of your recipients into the conversion zone
If we can’t consolidate email intelligence, howare we going to deal with ”new” channels?
Build your profiles and get datafor segmentation Data input Email Transactions from tracking (on/offline) customer behavior 70-90% accurate 50-90% reliable 99% trustworthy 94
How do you build profiles, and whydo it progressively?
My B2B profile First + last Name My B2Cprofile Email profile Position? Mobile # Influence? Male 39-45 yrs. Old Married (wife) Size of Kids (#, sex, company age) Budget for X Income (no) Annual use of Y Assets Bying process Property When, how CFO’s Lifestyle Soft data Preferences Preferential Status of X information Basic Demographics Basic A press photo conceptualized by Affluent demographics a German creative who spent too much neighbourhood time in Berlin…. ? (c) Michael Leander Nielsen, 2008 96
Understand thy list !• Measure health of your list regularly• Act on your findings – it is important Measure Period Number of % of list total Subscribers Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought All time 96,000 32.0% Online Last 6 Months 216,000 72.0%
Tighetening the data integration is anongoing process, but focus is needed
What is a lead? What level of qualification? Where in the funnel do new leads go? What is the expected incubation time? Will lead scoring add value to the dialogue?