7 Tips for Targeting Customers
During a session on how best to blend housefile and prospect mailing strategies for optimal results held at last week’s Annual Conference for Catalog & Multichannel Merchants in Kissimmee, Fla., catalog mailers Melissa Watson, director of catalog and e-mail marketing for food marketer Harry & David, and Ronda Anderson, marketing manager of American Time and Signal Co., a B-to-B cataloger of master and wireless clock systems, offered pointers on measurement, segmentation, results scrutiny and mailing timing, among others. Below are takeaways from the session.
1. Measure everything. Measure campaigns, Watson said, by capturing the source of orders and conducting matchbacks. Order sources can be captured through customer and catalog numbers, unique toll-free numbers, unique URLs/landing pages and product numbers.
2. Segment your mailings based on buying patterns, Anderson said. Segments within the B-to-B market include facility type (school, church, hospital, nursing home), SIC codes, number of employees and for-profit vs. not-for-profit. In the B-to-B environment, the number of employees and the size of the facility are generally your more important demographics.
3. Examine results as a whole. Harry & David reviews product mix, pricing, delivery charges, creative and marketing offers, among others. Factor in numerous variables, and ask questions, Watson said, when looking at these individual categories:
* product mix — Was there more of one particular price point or increased exposure to a particular product?
* pricing — Was there a strategic price increase/decrease in the book?
* delivery charges — With the rising cost of fuel, how much response was driven by a promotion of free delivery?
* creative — In the case of Harry & David, did the photography make the products look edible?
* marketing offers — What promotions were used to drive response?
4. Determine the right time to mail your catalogs. In B-to-B, Anderson advised that it’s critical to know when your customers/prospects receive their budgets. “Be on the top of mind when they have their money,” she said. Also know when they’re required to use up their budgets. This is especially relevant for school districts, Anderson noted, which in a number of circumstances are under a use-it-or-lose-it policy. In this case, mail six weeks prior, allowing time for your customers to process purchase order requests.