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There are several types of goals for a campaign. Examples include:
Improve Loyalty: Increase a customer's inclination to buy follow-on products over time
Informational: Keep customers up-to-date on products, services and company status
Drive immediate sales: Encourage sales now.
It's most effective to focus on one goal per campaign. That is, a campaign designed to increase loyalty won't be as effective in
driving immediate sales. We can help you design your campaigns to be most effective.
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You should segment your audience so that the right message is going to the right people. You can target your customers based on
their products, their recent activity, how often and how recently they have read previous emails, demographic information, and
their stated preferences. Leader's query tool lets you choose which customers get which messages.
Leader Technologies offers sophisticated Database Access Tools that make it simple to target your customers.
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Your goals will dictate your timing. Loyalty campaigns work best over time, so for these campaigns messages sent consistently over
time work best. Or, you might want to send a message at the time a customer is most interested in buying. For example, most people
buy accessories within a month of their purchase of the main product. You can send a message then, or a year later if that works best.
Or, you may want to give them a birthday gift.
Leader Technologies' Triggered Messaging feature enables sophisticated timed messages a core part of your campaigns.
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Personalization such as adding a greeting using your customers' first name, can increase response rates and campaign effectiveness.
Customization, or delivering a customized message based on your customers' interests, will increase response rates as well.
Leader Technologies' Dynamic Publishing feature makes customization simple and effective.
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Leader Technologies has decades of expertise in designing emails, and will help you with your project. Here are some tips on how to design your email.
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Test something with every email that you send. Designate 10% of every blast to be different in some way, and measure the results compared to the larger group.
With every subsequent email that you send, incorporate a change that you learned from your testing.
By establishing this discipline, your campaigns will improve over time.
Leader Technologies can show you how to build your own campaigns, or you can have Leader Technologies build your campaigns for you. Contact Us to find out how we can help you.
Next: Measuring Your Responses
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