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Tips to promote your Brand by Database Marketing

August 24th, 2009 by XDXY eMarketing

As the second topic of <<Promote Your Brand by Online Marketing>> series. I would like to share some Tips to promote your Brand by Database Marketing today.

Database Marketing is foundation of Online Marketing, across all Marketing tactics. Promote brand means deliver the right message to the right person. Who is your target audience? Who is the one need to know your brand? Dig them out from your database.

Below steps and tips for your reference:

1. Build Database.Build up your own customer database, you can collect data from your website registration, your social media friends, your twitter’s followers, and those who already brought your product. Catch their information as much as you could.

2. Key Information. Contact, Company, Transaction. Those 3 are key information you need to include in your database. Contact and Company are critical fields for customer touch. And transaction information are good for you to analyse customers’ behaviour.

3. Segmentation. You don’t want waste your marketing dollar at wrong market. Segment your database, deliver different messages to different group, aka, you can not tell the same story to teenagers’ group and their parents’ group.

4. Propensity to Buy Model. Since you have transaction log in your database, you can build up your own propensity to buy model. Leverage score card, you can easily find out who has the most potential to buy your product.

5. Keep Data Updated. It cost much more to gain a new contact as it retain an existing one. Update your data regularly, you don’t want your mail goes nowhere but just lay on client mail box. Keep your database clean to make sure the message can be delivered to the right target.

Use your databaes wisely, good luck!

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<<Promote Your Brand by Online Marketing>> series

- Tips to promote your Brand by Email Marketing
- Tips to promote your Brand by Database Marketing
- Tips to promote your Brand by Social Network Marketing
- Tips to promote your Brand by Search Engine Marketing
- Tips to promote your Brand by Online Ad Marketing
- Tips to promote your Brand by Webinar
- Tips to promote your Brand by Integrated Online Campaign

Download to learn how to Protect and Nurturing your Brand

Database Marketing, Online Marketing ,

15 Tips to Build Subscriber List

June 3rd, 2009 by XDXY eMarketing

‘Build your own subscriber list, Don’t BUY!’ is the very first point of my blog ‘5 Tips to start Database Marketing‘.

Today, I recieved a email from the famous Email Marketing Service Provider GetResponse to share with me 15 Tips to build subscriber list. After I gone thru it, I noticed that it’s very worth to share with all of you. hopes that helps you as well.

Below are 15 list-building Tips that will help you to make the most of your email marketing efforts:  [By GetResponse]

1. Provide useful, relevant and unique content. Your visitors will not give you their email addresses just because they can subscribe to your newsletter free of charge. You have to provide unique and valuable information that will be useful to your subscribers.

2. Add a subscription form to every page of your website. Make sure it stands out so it is easy to find. If appropriate, you can also include it in more than one place. For instance, your opt-in form might always appear in the top-left corner of your site, while you also include an opt-in at the bottom of some of your popular articles.

3. Make it easy for your reader to sign up. The more information you request, the fewer people will opt-in. In most cases, a name and an email address should suffice. If it’s not necessary, don’t include it here. (Note: If you don’t have a Privacy Policy, put the words “privacy policy generator” into a search engine and you should be able to find a suitable form for your readers to review.

4. Publish a Privacy Policy. Let your readers know that they can be confident you will not share their information with others. The easiest way to do this is to set up a Privacy Policy web page and provide the link to it below your opt-in form.

5. Show your first issue or other sample to your visitors. This lets potential subscribers review your newsletter before they sign up to determine if it is something they’d be interested in.

6. Archive past newsletter issues. A “library” of past newsletters is both appealing and useful to visitors and builds your credibility as an authority. In addition, if your articles are written with good SEO techniques in mind, they can send additional traffic to your web site through good search engine positioning.

7. Contact other newsletter publishers. Introduce yourself and explore ways you may be able to help each other. Perhaps you can introduce other publisher’s newsletters or print articles they have written to your list, with a link to sign up. When you contact them, be sure to tell them why you think THEIR readers would like what you have to offer and why YOUR readers would benefit from their newsletters. This is a win-win scenario; both of you will build your lists faster!

8. Give away bonuses subscribers can use. Create an opt-in bonus for joining your subscriber list. You can write an ebook or PDF report, or even hire a programmer to create downloadable or web-based software. But don’t limit yourself to only a gift for new opt-ins. Remind your readers that the next bonus is coming soon. People hate to miss out on things. If you systematically pass on “goodies” throughout the year, your subscribers are unlikely to leave.

9. Ask your subscribers to pass it on. Word of mouth is a powerful viral technique that works great with email marketing. If your subscribers find the content you share with them to be informative, they will pass your newsletter on to their friends. This can be a good source of new subscribers.

10. Let others reprint your newsletter as long as the content is not modified. Many webmasters and newsletter publishers are actively looking for high-quality content and, if they reprint your newsletter, you will get new subscribers, traffic and links pointing to your site.

11. Include a “Sign Up” button in the newsletter. If you are using plain text instead of HTML, provide a text link to your subscription page. You may feel that this is not required because the subscriber is already on your list, but remember that readers will forward your newsletters to others, or reprint it online. You want to make it easy for them to subscribe.

12. Add a squeeze page. A squeeze page has one goal − to get an opt-in and build your list. Think of it like a mini-sales letter for your subscription or opt-in bonus. It features a powerful headline and a couple of very important benefits that should make subscribers salivate to sign up to your list. Once created, use a service such as WordTracker to find hundreds of targeted keywords, and advertise there using pay-per-click advertising from Google, MSN and Yahoo.

13. Include testimonials on your squeeze page. This is crucial. Put 1 or 2 strong testimonials from satisfied subscribers on your squeeze page. This can be in any format, but you may find that multimedia (audio or video social proof) is more “believable”. To increase that believability, include full names, locations and/or urls; don’t use “Bob K, FL” as a testimonial name.

14. Blog religiously. Blogging is a great way to communicate with your potential customers, and it creates a nice synergy with your email marketing. Be sure to include your newsletter sign-up form on each page of your blog. You can start a free blog at Blogger or WordPress.

15. Post on other blogs. Post great comments and information on similar blogs with a link to your squeeze or opt-in page. Also comment on others’ blogs through trackbacks. In most cases, your comments will be posted on their blogs with a link back to your site. This is an easy way to generate new traffic and subscribers.

BTW, I Personally recommend GetResponse as a Great Email Marketing Tool. You can TAKE A TOUR in GetResponse‘s website, and sign up / subscribe to not only use their email marketing service, but also get the precious knowledge as I shared today. Anyway, I will still sharing the tips like that if GetResponse sent me though.

Database Marketing, Email Marketing ,

5 Tips to start Database Marketing

May 28th, 2009 by XDXY eMarketing

People knows the importance of eMarketing. They built website, started Email Marketing program, tried to use SNS to broadcast their messeage. What behind all of these as a base? Database! Yes! we need database to telling us who visit our website, who should we blast email to, who should we be the friend in SNS.

Here are some tips share with you about how to start Database Marketing.

Build your own list, Don’t BUY! It will be a s a tough period at start, but it’s much better then buy a list. You can collect your protential customer from your website, from your subscriber list, from your SNS platform friends. because all of those people are the one who may care about you and your products. Don’t buy list and send spam email to them.

Contact. The most important field in your database. If you are doing business with people, get their contact information, and keep them in touch (by email, phone calls, direct mail…), turn them into your loyalty customer.

Company. If you are B2B company, collect potential customer’s company information will help you to track and find new business opportunity.

Transaction. Your database need to log all the transaction for each contact and company. Their action like website visit, seminar attend, email sent history should all in your database for the future analysis

Analysis. When you get all the data you need, analyse your data base on some modeling method to figure out who has the most potential to buy your product, and put your limited marketing budget to target those people by all means.

Those are some basic tips to start your Database Marketing. Enjoy!

Database Marketing

Driving Customer Retention with Email

January 23rd, 2009 by admin

I read a article  ‘Driving Customer Retention with Email‘ at Epsilon’s website.

Email is a better way to do keep connecting with existing customers, especially during the economic downturn.

Article is as below and my comments in line

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http://www.epsilon.com/international/newsletter/apac/2009/january/expertscolumn.html

In these challenging economic times all marketers are under pressure to deliver smarter, more effective and accountable campaigns. Acquiring new customers will always be important for long-term growth, but the demands of the economic slowdown will lead to a greater emphasis on retaining existing customers ?and fortifying their loyalty. Email, in part because of its proven high levels of ROI, can and should play a part in your retention tool box.

Across the globe marketing teams are being asked to deliver more with less, and as a result are reviewing long and short term strategies so that more channels deliver on their promise of accountability. For some time now, smart marketers have been investing more time and resources on projects that deepen their knowledge of their customer base allowing them to deliver highly targeted and therefore more cost effective campaigns; while others are playing catch up.

“Many people don’t understand the value of a customer database,” asserts Tony Cheung, Epsilon International’s regional director, China. “Your database is your goldmine; so the question is how you are going to mine it. When you segment your audience well, you can deliver better-targeted, more relevant messages, leading to more conversion, higher retention and ultimately greater return on your investment.”

[Jacob] I do agree database segmentation is a must step before blast eDM

Customer retention relies on conversation

Too many marketers believe that sending email newsletters or promotions once a week builds a relationship with the consumer. However, like maintaining any relationship you need to start a two way conversation.

“If you communicate regularly with your customers, invest the resources in soliciting feedback and observing their interactions, you should then have a comprehensive database that is constantly evolving,” explains Tony Cheung. “The more you learn about your customers through a conversation, the more responsive you can be to their needs and priorities, which improves your ability to retain them and build loyalty.

“We have an e-commerce client in China selling consumer products. They have a massive customer database. They used to send regular promotional newsletters to everyone on the entire database. After a while, they found the open, click through and conversion rates had dropped to extremely low levels.

“They engaged our strategic consulting team, and started to segment their customer database according to interests and spending patterns. We had them look seriously at content relevancy for the 20 new customer segments. This change of practice has increased retention and responsiveness, brought a surge in open rates (increased to 30%) and click rates (17-20%), doubling what they were previously.”

[Jacob] Frankly, I don’t think the open rate can be increased to 30% will it be? different subject to different segmentation? click rate is a reasonable number

Email is the best retention marketing channel

A 2008 Target Marketing media usage study revealed that email is the most effective marketing channel for customer retention. Yet how well it works is conditional to the relationship you have with the customer. Good relationships are based on, respect, commitment, mutual interests and great communication. For a marketer that means targeting customers with the right message, at the right time encourages them to commit the relationship with your brand. Achieve so consistently, you soon win another loyal customer.

Checklist for effective email retention campaigns

1. One size does not fit all - analyze customer data so that you can segment based on interests, previous interactions and spending patterns. By focusing on delivering relevant content to each group, you can improve response and retention rates. [Read more about email relevancy]

2. Trusted sender address ?customers are more likely to read emails from people and companies they trust, therefore your sender address must remain consistent, be branded and easily recognizable.

3. Deliver value, every time – If you are unable to clearly demonstrate the value of your email communication to either the consumer or your organisation you should not be sending it – ever.

[Jacob] Totally Agree!! ‘Deliver Value’ we should keep in mind and educate & influence stakeholder !

4. Benefit-driven Subject Line ?promote the direct value of your message up front so that your customers clearly know what is in it for them. [See the latest research on Subject Line effectiveness]

5. Key message displays in the auto-preview pane – optimize your email creative so that the benefits and main points are displayed at the top of the email, and even if your HTML creative does not render because of image blocking your message and call to action should still be clearly visible.

6. Delivery Basics ?customers cannot respond to your marketing messages if they do not receive them. Make sure you are up to date with deliverability best practices to ensure your messages are not blocked by ISPs, reported as spam or delivered to the customer’s Junk folder. [Learn more about email deliverability]

Database Marketing, Email Marketing , ,