Click to start Improve Your Response Rates Dawn Sims MARKETING:

FULFILMENT & DIRECT MARKETING RESEARCH & MYSTERY SHOPPING EMARKETING & DESTINATION RESOURCES MAILING STORAGE & DISTRIBUTION CUSTOMER CONTACT CENTRE

Marketing: Improve Your Response Rates The elements that affect response rates How to increase conversions Evaluating your results Our top ten tips

RESPONSE RATES The elements that affect

Set Your Goal: Know what you want to accomplish Each campaign MUST have a clear purpose, for example: –Encourage more website visits –Advertise special offers –Promote an event or product –Send out news or announcements?

Set Your Goal: Know what you want to accomplish

Identity: Clearly identify yourself as the sender

Identity: Think about the landing page

Check your Design: See your from your customers point of view  Consider the tone of your copy – does it relate to your audience?  What would catch your eye?  Could the design be better?  Who is it from?  What’s in it for me?  What do I do next?

Frequency & Delivery: Send regular planned s How often to send –Create a schedule –Include frequency in online sign-up “Monthly Newsletter” –Coordinate for maximum impact –Newsletters (monthly / quarterly) –Announcements / Event Invitations (as needed) When to send –When is your audience most likely to read it? –Day of week (Tuesday & Wednesday) –Time of day (10am to 3pm) –Test, test, test

Summary The elements that affect response rates Know what you want to accomplish Identify yourself as the sender Customers point of view Regular planned s Improved Response Rates

CONVERSIONS How to increase

The Subject line: The most important sentence in marketing  Max 40 characters and place the most important words at the beginning of the sentence.  Write as if you are talking to a friend, ask a question, don’t broadcast an announcement.  Give a clear insight to the content of the , but leave an element of mystery.  Should convey something important, timely or valuable.

The Subject line: Spam Filters Avoid using words "free" or "discount“ Avoid unnecessary punctuation (lots of !!!) Avoid using all CAPITAL LETTERS

The Opening Think above the fold Dawn, can’t see this ? Click here to view the online version

Branded banner Main Heading and details of offer (text) Personalised lead copy (text) Clear link to main call-to-action Alternative Message and link to find out more Sign-off Footer Text link to on- line version Phone number for offline calls Alternative image call-to-action Additional links

The Relevance The more relevant the campaign, the better your response rates and return on investment. ONLY use opt-in lists Ensure your lists are regularly cleaned and maintained. Segment your lists

The Relevance: ONLY use opt-in lists, online acquisition How to encourage people to subscribe: Offer an incentive Include a privacy statement/link Show an example Short & long registration options

The Relevance: Collect addresses everywhere… 19 Customer/ Prospect Database Website signup On printed publications On enquiry calls At events Competition entry forms

The Relevance: Ensure your lists are regularly cleaned & maintained Data cleaning –remove duplicates – address format corrections –remove bounces One in three people change their address once a year

The Relevance: Segmentation delivers better results Tailor the content in your to match preferences or interests. Use your sign up form on your website to collect their interests. Look at their click- through, what sections of your site are they visiting?

The Action  What is the aim? Make a purchase  Why take action? £15 off  Why do it now? Only valid until 2 nd Sept  What to do? Click the book button

Summary: How to increase conversions The subject line The opening The relevance The action Increased Conversions

RESULTS How to evaluate your

Evaluate Your Results: Highly Measurable Real time statistics What influences the open rate? Why did people click through? What are they interested in? Tailor the content of future campaigns

Evaluate Your Results: Real time statistics Delivered Opened Clicked Converted Top-level Metrics

Evaluate Your Results: What influences the open rate? What influences the open rate? –From/Subject line –Delivery day/time –List overuse, age or quality –Personal/business addresses? 27

Evaluate Your Results: What did people do and why? Why did people click through? –Call-to-action or offer –Copy 28

Evaluate Your Results: What did people do and why? What are they interested in? –What links did they click on? –Did they go on to view other pages of your site? –Did they send an enquiry from your website? –Did they call you? Build customer profiles 29

Summary: Evaluating your results Real time statistics What influences the open rate? Why did people click through? What are they interested in? Build customer profiles Successful Campaigns

Our Top Ten Tips  Define your goals and stay focussed  Spend time on your Subject Line. Use a grabbing headline or question in the subject to get people to open it.  Approach copywriting as a customer.  Discuss your ideas with your web designer.  Tailor your content - segment and personalise.  Keep your contact regular and ongoing, no less then 1 a month. Always focus on helping your audience and you'll have a good response.  Get your subscribe process right and use incentives to increase opt-in subscribers  Statistically Tuesday and Wednesday give best response rates  Always evaluate your results  Test, Test, Test!

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