"Quality Versus Quantity" - cont'd
Even though you know that many executive assistants can influence C-Level executives, don't make them part of this exact message. Instead, consider a second campaign targeted specifically to executive assistants. This message would be a variation of the above, but with a slightly different message.
There's ample proof that this targeted approach works. Jupiter Communications estimates that while paper-based campaigns can receive only 1-2% response rate; email campaigns can receive a response rate of between 5-15%. While traditional direct mail typically costs between $1 and $2 per piece, email campaigns can cost as little as pennies per piece even for the smallest campaigns. The bottom line is that by segmenting like this, you take a quality-versus-quantity approach which will help you, as a marketing professionals set realistic goals based on realistic numbers. By effectively differentiating your message, you will meet the needs of your targets and get encouraging results starting with your first campaign.
As well, by targeting appropriate audiences and providing them with the information they need, permission-based strategies will help to strengthen customer relationships which leads to a positive impact on sales, and most importantly, the bottom line.
Carolyn Gardner, president of cardcommunications inc., has over 13 years of experience in marketing communications and specific expertise in the planning and execution of highly effective e-marketing campaigns.
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