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Customers respond to |
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lifecycle-based e-mails |
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-mail marketers are missing opportunities to build relationships through relevant
e-mail messaging, according to a
recent report by JupiterResearch.
Most use only batch-and-blast
and basic personalization tactics,
with just 33 percent tailoring
more than one content element
beyond the e-mail’s salutation.
Targeting customers with a
relevant offer at the right time
can be rewarding, as the study
found 60 percent of consumers
made immediate purchase
decisions from e-mail when
the e-mail contained products
they were already considering.
And nearly twice as many
marketers using targeted lifecycle
campaigns achieve conversion
rates of 5 percent or more. |
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Americans still embrace |
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traditional direct mail |
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ostmaster General John E.
Potter says mail is the fastest
growing traditional marketing
medium, the largest in America,
and should be included in every
marketing plan because it works.
Consumers who receive catalogs
in the mail viewed 22 percent
more pages on the retailer’s Web
site and spent 16 percent more
money than those who don’t,
found a United States Postal
Service study. And 98 percent
of households sift through their
mail daily, versus 57 percent
who check e-mail only once
a week. The Direct Marketing
Association confirms that direct
mail is still marketers’ preferred
direct marketing method. |
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Online retailers pursue |
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repeat holiday customers |
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hop.org’s FirstLook 2005
report shows that the number
of new households shopping
online this year will be half of
what it was last year, increasing pressure for online retailers to sell
to existing customers. WebTrends’
2005 Online Retail Holiday
Readiness Report found that
30 percent of Internet and catalog
retailers expect that 50 percent or
more of their revenue would come
from repeat customers. Nearly
70 percent of retailers said their
browse-to-buy conversion rate for
repeat buyers is higher than that
for new buyers — emphasizing
the benefit of focusing on loyal,
repeat customers versus
new customers. |
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