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PLA TIN CR ED IT UM CA RD The Anatomy of Marketing Campaign that works
Marketers live and breathe marketing campaigns. A lot of eﬀort is put into them... BEST OFFERS ROI RESPONSE RATE GO LIVE BLAST CUSTOMER RETENTION OPT-IN
and yet, not all campaigns turn out satisfactory. BEST OFFERS LOSS RESPONSE RATE GO LIVE FAIL OPT-OUT CHURN
How can we turn the tide?
Here is the anatomy successful marketing campaigns… of
Each customer has unique preferences and needs.
Marketers need to take these into account and personalise their oﬀers to the customers.
$ $ $ The more personalised an oﬀer is, the higher the chance of conversion. $ $ $ $ $ $ $ $ $ $ $ $ $ $
Delivered through the right channel
Multichannel communication has become the norm for both customers and marketers.
However, it doesn’t mean you should blast your campaigns to all possible channels to reach the customers. MAILBOX
Instead, identify the right channel by considering the customer preference data to make sure you reach your customers through their preferred channels. MAILBOX
Targeting right timing
No matter how good an oﬀer is, if it’s delivered at a wrong time, it will be less likely to be taken up. HOME 99 00:00 GUEST 101
Marketers need to be able to identify, through data analytics, when the best timing is… 00:05 HOME GUEST 99 101
… and deliver the oﬀer at the right time, in order to maximise the conversion rate. 00:02 HOME GUEST 102 101 INNER! W
Round the clock PL CR TI A E TIN DI T UM CA RD CR T E D AN I T IU CA M RD
When you interact with your customers, you need to go by their rules. Book an Appointment Meet with our team at a time that fits your schedule. First Name John Surname Doe Contact No. 1 2345 6789 E-mail Address firstname.lastname@example.org Preferred Contact Day Monday Tuesday Wednesday Thursday Friday Saturday Sunday Preferred Contact Time 09:00 - 11:00 11:01 - 13:00 13:01 - 15:00 15:01 - 17:00 Out of working hours
If they prefer the interaction to be outside of business hours, you have to be able to deliver that to avoid opportunity loss. 0 :0 10 AM t us Tr nk Ba e in cl De pt ce Ac
Because an opportunity loss is an opportunity cost. 2 :0 10 AM ed iss M ll Ca
Delivered at scale
Personalisation is not an extra add-on, it’s an expectation from the customers. In a lot of cases, millions at once.
Marketers should be able to answer those needs at the best time and through the best channel. GOOD MORNING OVEN FRESH BAK ING
Marketing automation is the key to achieve delivery of personalised campaigns at scale.
There’s no denying that today’s customers are more demanding. MAKE SURE YOU KEEP UP …before your competitors do.
FIND OUT how marketing automation powers your campaign, watch the full video by Regan Yan here WANT TO LEARN MORE about database marketing and Digital Alchemy? Subscribe to our newsletter Your Email Address www.digitalalchemy.asia www.digitalalchemy.asia/blog