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Data-Driven Marketing Tag

Gianfagna Strategic Marketing / Posts tagged "Data-Driven Marketing" (Page 3)

7 Ways to Improve Your Marketing Strategy with RFM Analysis

Do you know which of your customers are most profitable to your business? Or even how to measure customer profitability? One of the best ways to gauge the value of a customer is to perform a recency, frequency, and monetary value (RFM) analysis of your customer data. Here’s how RFM analysis works and seven ways you can use insights from RFM for a smart marketing strategy. ...

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How Great Direct Mail Helps a Retailer Win Back Customers

Direct mail is often used to reactivate lapsed customers, but few direct marketers do it well. Instead of a powerful, personalized appeal that rekindles the relationship, they turn the customer off with a generic message, irrelevant content, and a “so what?” offer. But when a direct marketer gets it right, with a highly personalized, data-driven message, a compelling offer, and a warm invitation to re-engage, it’s a thing of marketing beauty. Here’s how a major women’s retailer – Chico’s – nailed it with their customer win-back direct mail campaign, and...

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How Bad Direct Mail Can Sink a Customer Win-Back Strategy

Verizon says they want me back. But based on the direct mail package they just sent me, I don’t think they mean it. Reactivating lapsed customers is an important marketing strategy for every business. It’s easier to reengage a former customer than create a new one. If you’re using direct marketing to win former customers back, however, you’d better do it right. Here’s how a major marketer blew a customer win-back opportunity with poor direct mail, and five lessons for more effective win-back direct marketing. ...

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When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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