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Targeting attitudinal segments yields higher relevance and dramatically improved ROI
Marketing "fatigue"; low response rates to cross-sell marketing offers.
A leading wireless carrier needed to reduce marketing waste by increasing offer relevance to its 2.2 million customers online. An attitudinal segmentation strategy was in place; however, previous attempts to motivate customers to respond had failed. The company required a 16% response rate to effectively extrapolate the segmentation data.
Email delivery of custom segmentation survey to customer base
Factor TG delivered a branded, customized segmentation survey through its proprietary email engine to the customer base. The email, specially formatted for HTML, text, and AOL users, contained an embedded survey designed to let the recipient answer and submit the survey without needing to open another browser window. No other vendor was able to provide this technology.
Factor TG's email engine provided real-time stats, enabling the client to adjust the incentive based on a pre-test. Follow ups to non-respondents increased the clickthrough by 24%.
45% response rate; accurate segmentation completed
Due to the unique embedded email survey, response rates were uncommonly high. 65% of recipients responded, enabling the customer to build detailed attitudinal segments of the entire customer base.
Using this information, the client can now match specific offers to specific attitudinal segments. The result? More relevant offers, less marketing 'fatigue', and up to 50% higher conversion rates.
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