Response Capture

In today’s era of marketing message onslaught, marketers are searching for ways to get through the clutter. Using messages that are relevant to the prospect is not a new, secret love potion. However, few marketers have mastered offer testing and personalization strategies as part of their effort to initiate more responses and grow their prospect funnel.

In this relationship, it is all about being right

It has been said that delivering the right offer to the right customer in the right channel at the right time gives you the best probability for marketing success. For some of us, the thought of trying to determine all the appropriate variables can seem overwhelming.

Yes, there are also costs associated with testing and it takes more time before you can roll out your campaign. But, there are even greater costs associated with not testing at all.

And with a strong opportunity to significantly increase your return on marketing investment (ROMI), it’s no wonder that, according to an Offer Optimization report by Aberdeen Group in October 2009, offer testing is now playing a key role in campaign optimization.
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Before we get into revealing why you need a Landing Page, let’s first define a Landing Page.  Let’s take a minute to walk down a grocery store aisle.  Trust us, it will all come together!

A grocery store carries several thousand products, but if you want your product to “communicate” with more potential customers, you showcase it on the end-cap. The end-cap is prime real estate and companies pay big bucks for this space to give their products better visibility and not have it drown in the aisle noise.

Instead of the customer walking down the aisle and finding an endless selection of similar products, the end-cap provides you an opportunity to engage the customer, highlight the product features and perhaps offer a discount. Voila! Highly targeted and extremely effective.
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A friend called me today to share results from a recent webinar program.  I was excited to hear how the program performed because I had shared some of my learning’s from a landing page optimization course when she was in the webinar planning stage.

The first thing she said was, “please no laughter,” and of course I could not help but laugh.  I felt like a kid being told not to do something and purposing doing it anyway.

We both stopped laughing and got down to evaluating the marketing performance results. She explained that:

• 10,000 email invitations were sent out for the campaign
• 40 people registered to attend the live webinar
• 20 people actually attended the webinar

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We meet a lot of marketers who do a great job of creating activity across multiple channels. As a result of this activity, they generate interest in their company from a wide variety of prospects. However, many times, the result is that the sales team (or sometimes even the marketing team) ends up picking through the leads in an effort to pan for gold. 

In the best run marketing kitchens that we have witnessed, there is a separate funnel for marketing that only qualified leads can make it through.  These companies analyze the cost per channel and can measure which activity produces the most qualified leads, at the lowest cost.

Don’t Eat Raw Meat

Every company has prospects enter their funnel that are either not capable of buying or will need more nurturing before they are ready. For every channel and touch point, establishing lead scoring processes can ensure that the food is fully cooked, before your serve it to your sales team.
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If you’re even remotely associated with online marketing, you’re bound to have executed an email marketing campaign. The success of email campaigns will depend on various factors such as the email’s subject line, the from name/address, the content in the email and the offer you present to prospects.

The following are three optimization techniques that we’ve found can dramatically increase email marketing effectiveness.

1. Target Audience + From Name/Address = Improved Deliverability

The biggest challenge most outbound emailers face is carefully targeting their audience and successfully delivering the email to the reader’s Inbox. With more than 97% of the daily email generated considered spam, your first task is just to get the message through spam filters.

Email deliverability can be improved several ways:
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If you’re a serious competitor, your performance on game day is all that really matters.  You can be a good athlete or play well in practice, but if you can’t get it done during the game when it really counts, you’ll never be considered a great player. 

For those of us who lay awake at night thinking about marketing, the performance of our campaigns is what matters most. 

Your marketing can have a beautiful design and great copy, but if you target the wrong people or you can’t measure the results, then I have to ask, what’s the point of spending a lot of company resources making sure it looks pretty? 

At Least Put Data In Your Starting Lineup

What role does data play on your marketing team?   Is it the focus of your offense or just a role player? 

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If you are a marketer, chances are you’ve already faced this dilemma on at least a couple of occasions.  It’s a question that has all marketing folk debating over best practices and which is better to use on their landing pages.  So, for what it’s worth, we’ll explain why Personalized URLs or PURLs are gaining popularity, your users’ responses and their marketing dollars!

PIN vs. PURL: Personalization

Since PINs are a randomly generated individual number for each individual target you’re marketing to, each one is unique.  But, there’s really nothing “personal” about them. They are an alpha-numeric gobley-goop of characters and numbers, assigned to the user by an algorithm that couldn’t tell apart apples from mangoes. 
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Drive fast all the time and you’ll end up getting tickets.  Eat a lot of fatty foods and it catches up to you eventually.  Burn enough bridges and you’ll find yourself on an island.  Launch marketing campaigns without an effective way to measure results or a strong focus on driving ROI, and you’ll eventually drive your career into a ditch.  

Have you ever received a ticket on the marketing interstate?  Your marketing budget isn’t unlimited so having accountability riding shotgun is a surefire way to keep you from becoming a statistic. 
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If you’re company is like most organizations, there is always pressure to continue to increase the number of leads and drive revenue, no matter what the economic conditions are.  During the recent “Great Recession,” we’ve heard a lot of people say things such as ‘flat is the new up.’ 

Well, here at Response Capture, we’re not buying it and we’re not alone. 

According to a Lead Lifecycle Management report by AberdeenGroup, from July 2008 – July 2009 the Best-In-Class marketing organizations continued to increase revenue by an average of 35%.  A closer look reveals a series of trends and best practices. 
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Every marketer knows the importance of having strong messages that are relevant to the potential customer. We like to say that relevancy drives response. However, before you start spending all your time on your creative and your messaging, it is important to first understand who your ideal customer is.

Having the most well written messages going out to only 60% of your market means you’re leaving opportunity on the table. Before jumping into social media and worrying about what you are going to say, you must profile your channel and understand who your ideal targets are. It’s only with a strong list of targets that you can begin to optimize the next steps in your marketing and sales processes and grow revenue.
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