|
Also, it's key to tailor creative treatment to foster a better dialogue with customers. There needs to be enough personalization to really enhance relevancy for the prospect, so they know we're talking directly to them.
Boldt: Is this why personalized URLs work?
Calta: Absolutely. We take them to a relevant personalized web page. We then create a customer profile for us. Then we can link them up with an agency, and they can have a dialogue with us and that one-on-one relationship.
Overall, it's a cost-savings opportunity. Rather than drive them to a call center, we drive them to a website. It's also great ROI because they're doing it in a channel that they prefer with a higher response rate.
For example, right now we're working with a larger health care provider. We tailor packages to their customers in almost a real-time way and the response is so much better.
Boldt: What kind of challenges are we as an industry still facing?
Calta: Well, we're righting for the same share of wallet, which is smaller for the average prospect. The only way to differentiate your product among similar products is to have a more relevant dialogue.
What's going to make me go to Best Buy vs. Sear's? Price? Convenience? Store experience? Or the direct mail piece that tells you they understand the products you may want, with the right incentives and tells you where the store is? The latter gives you a much better chance of succeeding with that person.
Page 1 | 2
Companies Mentioned:
 |
|
|
Secrets of Direct Marketing Testing
PURLs for Profit
