Testing Strategies
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The document outlines strategies for testing email marketing campaigns during an economic downturn. It recommends developing a testing plan with short, mid, and long-term objectives. Short-term tests could explore offers, products, subject lines, frequency, creative content and personalization. Mid-term tests should build out the customer lifecycle and automate programs. Long-term tests may expand email's integration with other channels and introduce loyalty programs. Testing is presented as a low-cost way to adapt communications, boost revenue and improve ROI during uncertain times.
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Acknowledgements must be provided as per the terms.
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Please message me to let me know where you have made use of the content, thanks!
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Customer intimacy as recession proof strategy
1) Maintain a centralized view of customer data from all departments to better understand customers and personalize marketing messages.
2) Use drip marketing by sending a thoughtful series of communications to customers and prospects over time to convert more leads into loyal customers.
3) Track customer behavior and responses to marketing messages and automatically trigger sales to follow up on clicks or other interactions.
CS 2014-15-2
- Over 95,000 customers were invited to take a survey about their satisfaction. As of January 23rd, 2,563 customers had responded, a 3% response rate.
- So far, 63% of respondents provided written feedback totaling 1,445 comments. Several customer groups were excluded from the survey.
- A reminder was sent to non-respondents. Additional responses are still needed from certain business areas to achieve statistically valid scores.
- Customer comments and survey results will be analyzed to identify key themes about areas that need improvement and those performing well. Insights from verbatim comments provide additional context.
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