When marketers think about successful 1:1 campaigns, they think about factors such as the creative, the offer, the mailing list, and the selection of 1:1 variables. But there is another, even simpler step that you can take to boost response rates.
Provide multiple response mechanisms. Yes, it’s that simple. Give people options. Not everyone wants to respond to your marketing campaign in the same way. One person might feel very comfortable responding by email. Another might prefer to respond by phone. Yet another might prefer to respond to a personalized URL.
Consider your audience. A twenty-something sipping coffee in Starbucks might not respond to a tear-out form, but she might be willing to pick up her phone (which is probably sitting right next to her coffee) and scan a QR Code, taking her to a mobile website. But if you’re marketing to retirees, you might want to include a tear-out form and an 800 number instead, even if you’re primarily hoping they’ll go to the Web.
Testing different response mechanisms is a great opportunity to learn about the different demographic groups in your database, too. One marketer got a surprise when it offered recipients the opportunity to respond to the survey using a personalized URL or by filling out a tear-out card. It thought tear-out cards had become outdated, but it found a surprisingly high percentage of the cards returned, many of them from older recipients who were not comfortable giving out certain information online.
So when you are planning your campaign, include detailed consideration of the response mechanisms you provide. Test different methods with different demographic groups. Once people respond, add this as a variable in your database and capitalize on this knowledge the next time around.
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