Posts tagged ‘Customer Retention’
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Is your email marketing moving in the right direction?
Looking back, I am surprised about the speed of development and thinking amongst emailers in 2009. It seems to me that all but the most backward of mailers have finally stopped bulk sending, chided as they were by deliverability concerns. The real sea change, however, is the recognition that in email terms less is often more (revenue, that is!). 2009 was also the year triggers became central to most email strategies, mobile handsets began truly to manage email and email platforms became integrated with social media. Read more »
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Brand Loyalty – Does it still exist in an online dominated world?
I was sitting on a panel recently for a MRS Seminar about multi channel marketing when someone asked a very interesting question – “Do you think the concept of brand loyalty is dead in an online dominated world?”
All the panel was very quick to jump in and defend brand loyalty, but I think this was partly not to upset our marketing dominated audience! When we actually spent a little longer talking it through, the general consensus seemed to be that although there is a still a place for brand loyalty, it’s earned and lost in very new ways. Read more »
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7 habits of highly effective email marketers
We all know about the huge revenue generating potential of email marketing; the potential to communicate to customers at hyper speed for a fraction of the cost of a piece of snail mail…BUT we also know that not done effectively it can eat into the time and resources of a marketing team. Email marketing requires specialist knowledge and in today’s fast moving environment it also requires flexible minds to constantly tweak and evolve the plan to react to what the competition and the ISPs do to change the landscape. In my time working with some of the greatest minds in email marketing I’ve identified 7 habits which really set the most effective email marketers apart from the rest. Read more »
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RFM segmentation: Using data to drive customer value
One of the most commonly used forms of segmentation is RFM (recency, frequency and monetary value). RFM is a good way to define and understand customer value. As well as helping customer development it can also form the basis of a good customer retention strategy.
What is segmentation?
Segmentation is the process of partitioning markets into groups of customers and prospects with similar needs and/or characteristics who are likely to exhibit similar purchase behaviour. Strategic segmentation is for planning business and marketing strategy. Tactical segmentation is when a marketing manager wishes to prioritise marketing activities across a fairly large customer base, targeting certain products, offers and creative to certain customers. A good segmentation strategy supports both strategic and tactical activity. Read more »
