If your marketing campaigns don’t drive response, then why do them? Whether you are sending a direct mail piece, creating an email campaign, or tapping into another channel, you need to make an offer your prospects can’t refuse. And then you need to send that offer to the right prospects.
Snappy headlines and good design get a lot of attention. But the fact is, creating the right offer and using a targeted list are two things that, coupled together, will dramatically increase response. And increasing your sales is what marketing is all about.
Creating the right offer comes down to understanding your audience and what they care about or need. The right offer for your business is as unique as you are. Looking at customer behaviors can give you good insight into what is likely to interest your audience.
Regardless of what type of business you have or what specific offer is right for your customers, there are five things that effective offers (or calls to action) include:
Creating the right offer is just one step toward success. For it to work, the right audience needs to receive your message. And that is the job of your list.
Targeted mailing lists pull at a rate 10 times that of other lists. You will simply have a better response if you send your offer to people likely to want it. Makes sense. So how do you do that?
The first step in sending to a targeted list is doing some list hygiene on your house list. Are your contacts current, how long has it been since you refreshed your list? What does your house list tell you about your customers. You can use this data to help define the parameters of a new, expanded list.
You can expand your list by purchasing or renting a list—it’s a great way to get in front of people who don’t know you. And you can choose filters that will help you target the list with virtually any parameter imaginable—hobbies, age, gender, email usage, and more. It’s easy to find the people who are likely to want what you are offering.
The key to augmenting your list is working with an experienced mailing list provider that offers quality lists. For email, you want to make sure they offer permission-based email lists. You can learn more about what to look for in a list here.
Once you have your list, experiment with segmenting it for higher response. If you have an offer that pertains to new customers, send the list to people who haven’t purchased from you. Or perhaps you have a gender- or age-specific offer. Segment your list to those that fit the profile. The more targeted you can make your list, the higher your response rates.
As you plan your marketing campaigns for the coming year, make sure you are making offers your prospects can’t refuse and you will see your response rates soar.