Taking E-mail Personalization to the Next Step

Customers get annoyed by mass e-mails. Even the most basic level of e-mail personalization (in the subject line and greeting) is proven to elicit a better response, so why not take personalization to the next level? Here are some tips for creating better customer relations while increasing your chances of a higher response rate.

Use your research!

Each time you hear from your customers, you should be gathering valuable information for future marketing efforts. Lengthy surveys turn people off, so choose a couple of key questions and make sure they can be answered briefly. Customers can always chose to write more.

Incorporate questions into your reply devices:

• BRCs: Direct mail pieces can include a couple of key customer questions on the response card.

• Web sites: You can set up an optional pop-up box to collect information upon entrance to your site.

• Focus groups can be a good way to ask more general questions and to gauge product awareness. (see more information below)
  

Once you have collected this valuable information, don't let it go to waste! You should have an updated, accessible record of each customer's past purchases as well as an electronic file with key customer information that can be easily accessed, sorted, and merged.

A lead-in such as "Dear Nancy, you recently purchased X so you might be interested in Y" lets your customer know that you are aware of her buying habits and that you have her best interests in mind. Always send your customers information and offers that are personal and useful, something that has actual value to them. Customers are more likely to get a good impression of your company if you show that you have taken the time to "get to know them."

Gain Insight through Focus Groups

Focus groups are useful for testing new branding concepts, gaining insight into your target market's buying preferences, and validating your firm's opinions and beliefs about your product/service offerings. They may also help you discover new ideas for more effective marketing tactics.

But first, you must define exactly what you want to gain from the focus group. Who are you trying to reach? What do you want to know from them? Decide on specific attributes (i.e. title, type of company, budget for your product/service, location, existing clients or prospects) the group should possess. Put together a list from your existing contact database or other sources. There are several firms that can assist you in finding the types of people you want to reach.

If you are doing it yourself, you must find a suitable location that will be accessible to the audience you want to reach. The atmosphere should be conducive to group discussions and be ample enough so that no one is relegated to the sidelines. The space should comfortably hold members of your group as well as facilitators or staff members that may be present. Once you have selected a location, prepare an invitation that clearly states your purpose for their attending and offer a stipend -- usually $100 to $150 -- for their participation.

In our next issue, we will address how to develop and conduct the focus group.

For information on how Sullivan Creative can help you with your next marketing program, email us at team @ sullivancr.com.

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Keep 'em Coming Back to Your Web Site

Do you want your site to be bookmarked by your prospects? Add some useful content to your home page. Consider including the following:

Information relevant to your target audience. For example, a financial company might include a summary of the day's market performance on its home page.

Industry tips. Visitors will likely bookmark your site if you provide good reference material and useful tips. It also showcases your knowledge of the industry.

A "product of the week."
This will acquaint visitors with your products and may encourage them to return to your site each week to see what is new.

A playful or thought-provoking feature. Include online surveys (i.e., about your products, consumer perspectives on the industry), Q&A sections, and/or contests.

Increase Traffic at Your Trade Show Booth

Trade shows present great opportunities to make personal contact with your prospects. Here are some ways to encourage your customers to find your booth.

Obtain the show's pre-registration list and do a print or electronic mailing that includes an offer. This offer could inform the reader about your service or product (i.e, participation in a demonstration or seminar, a white paper, reference guide or poster), or appeal to their recreational interests (i.e., a raffle for sporting event tickets or a GameBoy or Razor scooter). Your mailing should tell your readers how they will benefit from your product or service. Remeber to include a link to your web site for more information.

Place an ad in the show guide. Put your booth number in a prominent place and highlight special offerings or product demonstrations.

Plan product announcements, white papers, and other major developments to coincide with the show. Send press releases with the name of the show and booth number to industry magazines and newspapers. Invite press contacts to your booth and have press kits available to distribute.

team@sullivancr.com
www.sullivancreative.com