"Amazingly high response rates"
Direct Marketing VII: The direct marketing industry wants to free itself from image-damaging spamming using its own resources. Futurecom CEO Andreas Widmer on the advantages of advertising campaigns based on customer consent.
Direct Marketing VII The DM industry wants to free itself from image-damaging spamming by its own means. Futurecom CEO Andreas Widmer on the advantages of advertising campaigns based on customer consent.WW The 6th SDV Target Group Forum presented permission marketing and the consequences of the current
development for the DM sector. What makes this term a popular buzzword?
Andreas Widmer People give a company permission to inform them. This creates a new situation in communication: consumers raise their hands to show that they want to listen. Such a request is the ideal start to a customer relationship. However, it also creates an obligation and is bound by clear guidelines due to data protection. As an ideal addition to the
Permission marketing is also so popular because it is the antithesis of spamming.
What exactly is behind this method? Permission marketing has two main tasks to master. Firstly, to create enough trust among consumers that they give permission to be informed. Secondly, this trust must be earned anew with every newsletter or offer and should be developed into specific customer needs. These requirements create a quality of dialog that has never been seen before - a win-win situation for both sender and recipient.
What are the advantages of permission marketing? In addition, recipients are much more willing to pay attention to advertising. This is why surprisingly high response rates are achieved. This saves costs and improves the company's image by addressing customers individually.
The concept of awakening the consumer's desire for advertising requires a lot. What tasks does the company have to accomplish?
Companies need to fill their communications with real benefits, news and relevant tips for the target group. Just think of the countless last-minute newsletters in the travel industry, which are extremely popular.
How do you get the consumer's permission as quickly and purposefully as possible? by officially obtaining it from existing customers - for example, through a survey. Or you can obtain new address material through a promotion. You are much more likely to obtain data if you create an incentive such as a competition prize. The third option would be to buy addresses. However, this is not recommended, as there is still no relationship between the company and the addressees.
What advice do you have for achieving long-term customer loyalty? Here we are talking about CRM programs that should be effective over the entire life cycle of a customer. The basic principle is to know the customer as well as possible. Not to feed his profile with a vast amount of data, but with the decisive key data from which you can define individual offers. This makes the customer feel that they are being served courteously and increases customer loyalty. Automated dialog options and user-friendly databases help the company.
The customer database is now complete and we have received active approval from customers. What's next?
All marketing measures are only as efficient as the database behind them. Data must be maintained and protected. If a customer withdraws permission, this must also be recorded. This is where we see the biggest problem: data maintenance is often neglected.
What does an optimally designed newsletter look like? The high distribution and popularity of emails has made the success of permission marketing possible in the first place. The more personal elements the newsletter contains, the higher the response rate. HTML newsletters achieve up to 100 percent higher click rates than plain text emails. The sender and subject are the first things the customer sees, so they are crucial. Newsletters without a call to action are nice, but useless.
In view of data protection abuses, the state is threatening to impose stricter sanctions. Permission marketing is also affected by this.
Permission marketing is the legal answer to spam, which we all dislike. However, legal guidelines on data protection and data security should not be underestimated when it comes to permission marketing. Marketers have some catching up to do here. It is therefore advisable to consult specialists when launching permission marketing initiatives.
Interview:
Customer consent is leading the direct marketing industry out of the spammy corner.
For Andreas Widmer, knowing the customer well is at the heart of permission marketing.
Luca Aloisi
development for the DM sector. What makes this term a popular buzzword?
Andreas Widmer People give a company permission to inform them. This creates a new situation in communication: consumers raise their hands to show that they want to listen. Such a request is the ideal start to a customer relationship. However, it also creates an obligation and is bound by clear guidelines due to data protection. As an ideal addition to the
Permission marketing is also so popular because it is the antithesis of spamming.
What exactly is behind this method? Permission marketing has two main tasks to master. Firstly, to create enough trust among consumers that they give permission to be informed. Secondly, this trust must be earned anew with every newsletter or offer and should be developed into specific customer needs. These requirements create a quality of dialog that has never been seen before - a win-win situation for both sender and recipient.
What are the advantages of permission marketing? In addition, recipients are much more willing to pay attention to advertising. This is why surprisingly high response rates are achieved. This saves costs and improves the company's image by addressing customers individually.
The concept of awakening the consumer's desire for advertising requires a lot. What tasks does the company have to accomplish?
Companies need to fill their communications with real benefits, news and relevant tips for the target group. Just think of the countless last-minute newsletters in the travel industry, which are extremely popular.
How do you get the consumer's permission as quickly and purposefully as possible? by officially obtaining it from existing customers - for example, through a survey. Or you can obtain new address material through a promotion. You are much more likely to obtain data if you create an incentive such as a competition prize. The third option would be to buy addresses. However, this is not recommended, as there is still no relationship between the company and the addressees.
What advice do you have for achieving long-term customer loyalty? Here we are talking about CRM programs that should be effective over the entire life cycle of a customer. The basic principle is to know the customer as well as possible. Not to feed his profile with a vast amount of data, but with the decisive key data from which you can define individual offers. This makes the customer feel that they are being served courteously and increases customer loyalty. Automated dialog options and user-friendly databases help the company.
The customer database is now complete and we have received active approval from customers. What's next?
All marketing measures are only as efficient as the database behind them. Data must be maintained and protected. If a customer withdraws permission, this must also be recorded. This is where we see the biggest problem: data maintenance is often neglected.
What does an optimally designed newsletter look like? The high distribution and popularity of emails has made the success of permission marketing possible in the first place. The more personal elements the newsletter contains, the higher the response rate. HTML newsletters achieve up to 100 percent higher click rates than plain text emails. The sender and subject are the first things the customer sees, so they are crucial. Newsletters without a call to action are nice, but useless.
In view of data protection abuses, the state is threatening to impose stricter sanctions. Permission marketing is also affected by this.
Permission marketing is the legal answer to spam, which we all dislike. However, legal guidelines on data protection and data security should not be underestimated when it comes to permission marketing. Marketers have some catching up to do here. It is therefore advisable to consult specialists when launching permission marketing initiatives.
Interview:
Customer consent is leading the direct marketing industry out of the spammy corner.
For Andreas Widmer, knowing the customer well is at the heart of permission marketing.
Luca Aloisi
