Posts Tagged ‘boost your marketing roi’

Marketing ROI Increases With An Organized Lead Capture Stragtegy.

Monday, June 1st, 2009

I often get a quizzical look from prospects and clients when I tell them there is a difference  between “generating” leads and “capturing” leads.

What do I mean?

lead-capture-funnel

Companies spend money to generate leads, right? ( if you’re in retail substitute customers for the word leads)

Once generated it’s time to maximize return by capturing as much information as possible about that lead. Most important is capturing contact information.  With this in hand you can now initiate an organized lead nurturing program. You will likely have to provide something of value in return for that information. It could be a free report, a time sensitive discount offer, etc.

Let’s face it, every lead doesn’t convert immediately. And depending on your particular enterprise, your conversion cycle may be longer than others.  You can’t afford to let leads simply evaporate because you couldn’t convert them today.

I’ll talk about the essentials of a lead nurturing program in a future post.  Take time to hone your lead capture process and boost your marketing ROI.

Tags: , , , , ,
Posted in Lead Generation, Lead Nurturing, Return On Marketing Investment | No Comments »

What’s Your Process To Boost Your Marketing ROI?

Monday, September 8th, 2008

Do you have a process in place to boost your marketing ROI?  Without one, you are likely to spend time and resources inefficiently.

I believe the first step in the process is to leverage market intelligence. Without it, (more…)

Tags: , , , ,
Posted in Marketing, Marketing Intelligence, Return On Marketing Investment | No Comments »

Does Certifed E-Mail Boost Marketing ROI?

Tuesday, August 12th, 2008

E-mail is the most widely used channel in all of direct marketing according to the Direct Marketing Association. Among its many benefits, e-mail is excellent for creating a personalized conversation with prospects and customers. And its proven that lift occurs when you can develop a one-on-one relationship.

However, there are influencing issues with e-mail that should be considered. Because of ISP spam and phising blocking efforts, a percentage of mail may not find it’s way to the intended reciepient, or some functionality like embedded video may not play.

I read a recent article on clickZ.com about the online ticket broker StubHub’s effort to minimize such incidences. They practice what we advise clients to do … maintain an on-going dialog with your customers. StubHub found that distribution of their monthly e-newsletter was being blocked by AOL about 25% of the time.

They decided to test an e-mail campaign (I love companies that understand the value of testing) a certified e-mail solution from Goodmail against their normal distribution technology. The results were dramatic.

Open rates lifted 26% and ticket order lift was 17%. According to the article, once it implemented certified e-mail more widely, StubHub also enjoyed a 36 percent increase in sales that could be directly attributed to its use of Certified e-mail.

Talk about boosting your marketing ROI!

Note: If you want to learn more about certified e-mail, here is a link that you may find helpful.

www.certifiedemail.net


Tags: , , , , ,
Posted in Direct Marketing, On-Line Marketing, Return On Marketing Investment | No Comments »