The Interactive Advertising Bureau (IAB) recently surveyed a variety of consumer brand marketers to know their 2021 customer acquisition objectives, marketing strategies, and media buying decisions. The survey results made it clear that 2020 set new rules for consumer sentiment and brand loyalty, and marketers have responded by positioning customer satisfaction as their favorite marketing and advertising priority in 2021.
Top 5 Marketing/Advertising Objectives
Drive customer satisfaction
Identify high value audiences
Increase customer leads
Increase customer retention/loyalty
Drive first purchases
Direct mail marketing has been adopted by growing and established brands alike thanks to its ability to succeed in , resonate with, and convert both prospect and house audiences. The mail channel is additionally compatible as an anchor platform for marketing programs because it can support the mixing of digital marketing efforts (including CTV|OTT) for a more targeted and profitable marketing strategy.
Surveyed marketers agree, as 41% indicated they invest their advertising budgets in offline media – with the bulk spending on spam and print. The results also confirm the channel is well worth the investment, as marketers recognize spam provides a suitable customer acquisition cost (CAC) and delivers quality, high lifetime value (LTV) customers.
If your growth goals mirror the IAB research, here is how you’ll use spam marketing to succeed in your top marketing objectives.
Drive customer satisfaction
Today’s consumers aren’t focused on a channel, but rather on their own preferences and expectations to get on their timeline and channel of choice. during a recent CMO Council survey, over 85% of worldwide consumers admit a mix of both digital and physical channel experiences is their preferred way of interfacing with brands, and even more say multichannel touchpoints (including direct mail) are critical to satisfying their needs.
After a successful get down to the mail channel, a top-ranked meal delivery brand wanted to integrate its digital campaigns with mail to still improve brand experience and prospect engagement. The multichannel strategy increased sales by 35%, reduced the campaign’s overall CPA, and lifted year-over-year sales by 67%. “Direct mail is now the centerpiece of our integrated marketing strategy,” announced the brand’s CMO.
Identify high value audiences
USPS research confirms mail recipients spend a mean of 13% quite non-recipients.
At its core, the buyer data available for spam list generation is robust – naturally positioning the offline channel to effectively identify and reach your best audience. Top-performing customer models come from a strategic blend of optimal customer subsets, relevant consumer characteristics, first-rate modeling techniques, and in-market testing to spot your best audience. Not only are you reaching a high value audience with mail, but you’re leveraging a medium that features a significant impact on purchase decisions.
An auto insurer continued to check customer models to make sure the campaign was optimized for scalable growth – an industry best practice. The insurer tested a proprietary model, plus 20 other list sources, against the control. The proprietary model was the highest performer and beat the control by twice, validating itself because the insurer’s best and largest audience – and increasing sales rate by 133%.
Increase customer leads
The latest ANA data shows spam response rates are sixfold above all digital channels combined. Therefore, it’s common for brands to utilize spam marketing early within the buyer journey to drive brand awareness, capture leads, and move prospects further down the funnel. The channel’s data science capabilities, like postal to pixel and reverse-append, allow you recognize your anonymous audiences for retargeting campaigns. you’ll also use modeled audiences and acquisition campaigns to teach and influence new prospects on your product or service.
Looking for scale during a highly competitive market, an insurance brand tested spam to realize brand recognition and drive sales leads. The inaugural campaign immediately established the validity of the mail channel, producing a 1.85% lead rate and providing thousands of latest leads and many new policies.
Increase customer retention/loyalty
Not only are you 70% more likely to sell to an existing customer, but it’s more profitable for you to sell to a repeat customer than acquire a replacement one. Unfortunately, brand loyalty is harder to secure with today’s consumers than within the past. Through CRM segmentation and trigger-based mailings, you’ll use spam to deliver the relevant and personalized messaging your audience values to create long-term customer relationships.
Rather than target past customers with a one-size-fits-all program, a DTC specialty brand leveraged its CRM data to segment and retarget both past customers and new leads with personalized spam. This strategic retention program now delivers the very best ROI of all the brand’s spam campaigns. it’s also increased revenue-per-policy by 21% and multiplied the customer lifetime value by eight times.
Drive first purchases
When it involves making a first-time purchase, a consumer must trust a brand and its offering. This rings very true as consumers become more selective in times of uncertainty or financial strain. spam has two advantages for achieving this marketing objective: it’s delivered by the foremost trusted brand within the U.S., and consumers trust print quite digital advertisements. Therefore, quite 60% of DTC brands believe the mail channel to succeed in new audiences and drive first purchases.
Looking for added growth channels, a fraud brand decided to check spam ability to expand audience reach. Since launch, channel performance has been through the roof – converting over 2 million first-time members. The CMO now views the channel as “irreplaceable,” because it generates 40% of its annual sales and has driven quite $500 million in revenue.
New to the spam channel? This free e-book, spam 101: the way to Grow and Scale with spam, is crammed with how-to guides, best practices and checklists to assist you build a targeted and valuable program.
