The right names can account for 50%
or more of your response.
Your best list just may be the people who visit your
website comparison shopping. With AcquireTrigger
you can remarket to many of them. You can also find
more people who look and act like them, plus live near
your stores. But remember that people change or add
email addresses frequently, so data hygiene, email change
of address and NCOA are critical to the success of your
campaign. If you are geotargeting an area, make sure
you are using real home addresses, and not the zip code
of the ISP. We offer a combination of postal and email
addresses to give you the most precise targeting to
your market and trade areas.
Continuous learning can help you increase results.
Test…test…test…is a core philosophy
of direct marketing that has become (or should be) a
core part of Internet and email marketing by extension.
There are lots of things you could test, but start with
subject lines. An email that doesn't get the attention
of your audience gets deleted. Subject line testing
alone can result in up to 50-60 percent click-through
rate increases. A/B subject line testing is easy to
incorporate into almost every email campaign. Or pre-email
a subset of your list with subject lines A/B split test
and then rollout to full list within 24 hours.
You have to be able to measure to be able to
The measurements that really count are new customers
and sales. Email produces sales in all channels, so
it’s important to measure impact in all channels:
ecommerce, phone, and retail. In many cases 80% to 90%
of these sales occur in stores. Where stores capture
a significant portion of customer names and addresses,
our Match-Back analysis provided by AcquireWeb
can demonstrate the total impact of email and true ROI.
Multi-touch drives results.
A core principal of advertising is to pile frequency
on targeted reach. Television is measured in rating
points (reach times frequency) and radio is known as
a frequency media. Well, so is email. A good sales representative
does not give up on a lead after a few phone calls when
it often takes 10 or more contacts with a prospect to
earn a sale. Email allows you to make those contacts
Repeated emails (with some content refreshing) over
time (several months) have repeatedly proven to increase
awareness and new customer sales. We call these “multi-touch”
emails that keep you top-of-mind and in front of consumers
until they are ready to buy. You can integrate channels
to determine the optimal number and the best combination
of contacts via different channels (postal mail, email
campaigns, telesales, and website landing pages). Touches
in three different channels may result in even greater
responses to your offer, more than justifying the extra
effort required to earn incremental ROI.