Thursday, June 25, 2015
Direct Response Marketing: How Customer Profiling Can Make It Work
You got a fully-loaded database of targets whose mail box, digital or otherwise, you bombard with brochures, coupons, newsletters etc. periodically. Sadly, only a portion of those bother returning your call. You know you offer great business and create very compelling copies but the returns on your direct response marketing efforts are still astonishingly low. What could you have missed? Perhaps, you have not taken time to know your targets well enough. Note that direct response marketing is a targeted form of practice. This means if you focus your message on the right target, the more potent that message becomes to bring you conversion. Practices such as email-blasting people in your broad market database is inefficient because no single message appeals to all. Most of the time, your mail simply proceeds to spam boxes. Therefore, it makes sense to profile your target properly before launching your direct response marketing (DRM) campaign.