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WHAT
SORT OF RESPONSE RATES CAN I EXPECT FROM MY MARKETING
CAMPAIGN?
This is hard to tell you, as your campaign is completely
different from anybody else's. It depends on the
offer, timing, audience etc. We get many calls asking
for examples of campaigns that have worked, and
it's a fair question. However Client A's campaign
is vastly different from yours...we're not being
evasive, but we simply don't know until you actually
do it.
You
really need to do an initial campaign to set a precedent.
Then you can benchmark any future campaigns against
your first. For example, if your direct mail campaign
pulled .05% using OFFER A, then if your next
one pulls 1% using OFFER B, you will likely
get a payrise or pop the champagne! OFFER B clearly
works better.
Testing
is the only way to really tell if your campaign
is pulling results. And you must compare apples
with apples. Sending to people who already know
you usually gets a much better response than sending
"cold", so don't ever compare the two.
Put
yourself in your potential customer's shoes. You
are more receptive to someone you know rather than
a stranger!
Industry averages are:
- Direct Mail: 0.5-2% response
- Telemarketing: 1-2% response
- Fax: 1-2% response
- Email - very trackable and accountable.
- Unique Open rates 22%
- Unique Clickthrough rate 4.1% (CTR on send)
- Unique Clickthrough on open 20%
Stats from of www.vision6.com.au
. They have a fabulous report on Australian email
statistics.
A really low open rate may mean your email
is being treated as spam and not getting through,
or the subject line looks too spammy...and they
just DELETE.
A good open rate but low clickthough
rate means your audience have looked, and your offer
is of no interest to them. This could mean you have
a poor offer, too many pictures in your emails and
they are being blocked
so people cannot see what you have (you need a mix
of text and graphics), or the wrong audience/list
(e.g. expensive jewellery or luxury car to a 'coupons
and offers' audience).
----------------------------
Here's some food for thought from marketing guru
Seth Godin's blog (reprinted with permission):
Your ads are not for
you
Here's the puzzling math of advertising, offline
and on:
- Everybody doesn't read,
remember or click on your ads.
- Nobody isn't the right
answer either.
In other words, you don't
get 100% attention when you buy an ad. In fact,
you don't get 50% attention or even 1%. If you're
very very good and very lucky, it might be .1%
but it's more likely to be one in 10,000. Which
is exactly the right number, it turns out, to
make advertising work. Any lower and you couldn't
afford it, any higher and everyone would need
a warehouse, not a house, to store all the stuff
they bought. Read
in full here...
----------------------------
OTHER MARKETING
STATISTICS YOU MAY FIND INTERESTING
- The
Australian Direct Marketing Association's Consumer
Insights 2005 study found that young adults (18-29
yrs) are happy to receive direct communications
from companies, especially those they already
deal with. They are considerably more comfortable
with SMS and email contact, and are at least twice
as likely as the older generation to consider
a direct marketing approach to be an extension
of customer service, and three times more likely
to consider a phone call about a special deal
to be customer service.
Young
adults are also more likely to respond to communication
from companies overall, especially via phone
and email, and are five times more likely to
purchase products and services online. They're
twice as likely to provide personal information
in return for a special offer and are two and
half times more likely to respond to emails
from companies they don’t know. They are
the most receptive to receiving communications
from a company that has a good reputation, or
when the offer is tailored to them. EContact
News
"Some
marketers are realizing that in a world where there
are choices, winning the attention of someone is
more important than forcing a message on them."
Mike Masnick - The Feature
Emarketing, better by email
Monday, 27 October 2008
By Josh Catone
From the “research that makes spammers giddy” department, Jordan McCollum over at Marketing Pilgrim points to an interesting new study from Ball State University’s Centre for Media Design and ExactTarget.
The study, Messaging behaviors, preferences and personas, looked at how different groups of people interact with media and which sales channels work best to reach them.
The researchers found that almost universally, direct mail and email marketing were far more persuasive at getting people to make purchases than any sort of social network advertising.
“One of the key findings in this research is that 18 to 34-year-olds claim they are more likely to be influenced to make purchases based on email marketing messages and direct mail than marketing messages on social networks,” Mike Bloxham, the director of insight and research at Ball State University’s Centre for Media Design said in a press release.
“It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages. This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”
That’s terrible news for social networks. They’re the preferred hangouts for those in many of the market segments that the study looked at, including teens, college students, and “young homemakers”, but sales messages on social sites just don’t resonate with consumers.
In some cases, advertising on social networks is actually offensive to users, who feel that it is a violation of what they look at as private sales channels. It’s also bad news for our inboxes, as this sort of study validates spam as an effective tool for unscrupulous marketers.
Some key findings from the study about their six persona types:
- Wired consumers - 20% have subscribed for marketing communications via SMS, which is a higher rate than any other group. However, they only want to be bothered with urgent customer service issues, not sales pitches.
- Young homemakers - More than 50% use social networks and SMS, but respond better to direct mail and email marketing.
- Retired consumers - 81% have purchased online and 94% have been influenced by some form of direct marketing to make a purchase. (Read, the target market for sleazy spammers.)
- College students - The study found that college students are very spam-savvy and thus think that private communication channels such as SMS and social networks should be off limits for marketers. This is perhaps the most valuable demographic, but good luck reaching them where they live.
- Teens - Use social networking more than any other group, but surprisingly they’re more likely to make a purchase from direct mail, followed by email, SMS and then social network sites.
- Established professionals - Among the members of this group, women are more likely than men to use new digital media channels such as IM, SMS and social networking, but both genders are heavy online shoppers, with 92% having made an internet purchase.
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You may also be interested in:
Phone
1300 668 287 or email mail@mediamgroup.com.au
to discuss your campaign in the strictest of confidence.
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