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metrics

Message Sweeping Boosts Response 145%, ROI 166%

Would you like to almost double your ROI on your next mail campaign without having to make a single call?

Messaging sweeping is a successful tactic for increasing response rates as our message sweeping team recently reported for a leading manufacturer. This manufacturer sends quarterly product mailers with an average 3.1% response rate. After working on ways to boost that response rate, the company decided to run split-run test using message sweeping for part of their mail drop tested against the control group with no message sweeping added. The group with message sweeping saw a response rate increase of 145%.

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Email Drives More Sales

Matt Wilson over at PRDaily.com (also Ragan.com) quoted me in an article about email vs. social media. Thanks Matt.

Matthew Turner of consultancy Boston Turner Group says email wins the sales race, at least for now, because communicators can target emails more effectively. A tweet about a sale or an offer on a certain type of shirt appeals only to the fraction of the audience looking for that shirt.

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How to Segment Data to Boost Response and Conversion

Your customers and prospects are as individually different as the colors in a rainbow. If you understand how to target and communicate to them based on those differences, your response rates will be just as beautiful. If you try to mix your messages for the masses, the colors will run together and you’ll have a less-than-beautiful muddy mess.

Last week I fired off a post suggestion that we should all be looking at data segmentation in our lists to improve response rates. I had some great feedback on the post from readers wanting more detail, including this email from a friend:

 I completely agree that segmentation will improve response rates. What do you suggest we look at as segments?

So here are some thoughts to get you going.

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Are Customer Surveys Worth the Effort?

Customer surveys are hard to implement and if you do it wrong, you don’t end up with actionable data. Sure, it may be nice from a PR perspective that 95% of your customers get what they expect out of your support line; however, that doesn’t mean they feel any loyalty toward you at all. Giving them what they expect just means you didn’t upset them enough to leave.

Surveys fail for any number of reasons.

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How Big Should My Marketing Budget Be?

Synchronicity.

For some reason, I’ve had five conversations in the last few weeks with clients about marketing as a percentage of X, where X might be revenue, EBITDA, new sales, or another measure.

So if you’re wondering about this, I thought I’d share my rules of thumb.

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More Than a Party Trick: Memorizing Large Numbers

Want to look like the Rainman at your next cocktail party?

When I was seven years old, my brother-in-law taught me a trick for memorizing large strings of numbers that I still use today. In an era of smart phones, memorizing numbers is a skill few of us practice anymore. But it has plenty of real applications–beyond impressing party-goers:

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Announcing Nurturama: Five Spots Available

There’s an interesting opportunity that you may want to explore.

During my time at Accellos and over the last decade, I saw the market for software solutions change dramatically. We’re seeing new competition, new solutions, new buying patterns and most importantly new growth for the first time in years.

That is why I’m posting this today.

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Let’s Get Small

Niche marketing
Photo Credit: Cliff (Target, 1958, oil and collage on canvas by Jasper Johns)

Small is the new big

I’ll make you a bet. The next time you see a “Target Market” slide in an investor pitch deck or a marketing overview that has more than 50,000 companies or users or prospects, you buy me an iced Americano at your favorite coffee shop. If the number is less than 50,000 then I’ll buy.

Why is 50,000 the magic number?

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Enterprise Velocity

What is Enterprise Velocity? Grow or die. History shows that even great companies, from Polaroid to Zenith, from Kmart to Howard Johnson, are vulnerable to sudden collapse or erosion. In today’s competitive climate, new opportunities appear everyday for competitors and start-ups to change the rules and steal your revenue base. If you are not growing, you are shrinking…
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