b2b marketing class five direct marketing kent lewis [email protected] :
TRANSCRIPT
Agenda
Class Project Due
Guest Speakers
Direct MarketingPrint
Hybrid
Online
CRM
News
Direct Response Marketing
Place/Distribution: Direct marketingCatalog – multiple SKUsDirect response – print, hybrid, onlineTelemarketing – old standbyInternet – the new 800 number
Key success factors:ListCreativeOfferCall to actionTesting
Direct Response
In-house database marketingCollect email addresses
Get permission for updates
Send regular updates; email newsletter
List rentalTraditional 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 saleCostly production and distribution costsTypical costs: $2.50 to $5.00Follow-up mailers lift by half original rateLittle cost savings by volumeVendors:
Eisenberg & AssociatesRosen Brown Direct
Hybrid Direct Response
Increase response by combining methods:Print, telemarketingPrint, Internet
Expect 1% to 6% response rateIntegrate with CRM system for optimal valueRequires unique URL or tracking codePersonalization realistic optionVendors:
Babcock & JenkinsHacker 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 opportunitiesRequires opt-in or double opt-in permissionAlways leave an opt-out optionViral component optionalHTML = 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 strategySpecial promotions
Event registrations
Downloads
Trial registrations
Email newsletter
Web-survey
Landing pages
Integration
Strategic Planning
List typeSpam
Opt-out
Opt-in
Double opt-in
House listsCustomers
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 channelDecrease cost per lead and sales cycle
Challenge:Technology decision makers at target schools
difficult to reach
Strategy: Create introduction email based on testing matrixIncrease number of trial subscriptionsBuild 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 capabilitiesFeatures include auto-responder emails,
profiling and filteringVendors:
ClienteleFrontRange (GoldMine)OnyxPivotalSalesforce.com
Resources
www.1to1.com www.accutips.com www.adweek.comwww.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
http://www.anvil-media.com/b2b