AccuData Integrated Marketing http://www.accudata.com An Integrated Marketing Data Solutions Company Wed, 04 May 2016 14:49:58 +0000 en-US hourly 1 Multi-channel Marketing is Not Just a Catch Phrase http://www.accudata.com/multi-channel-marketing-is-more-than-just-a-catch-phrase/ http://www.accudata.com/multi-channel-marketing-is-more-than-just-a-catch-phrase/#respond Thu, 28 Apr 2016 18:06:30 +0000 http://www.accudata.com/?p=3323 How many licks does it take to get to the center of a tootsie pop? How many advertising messages does someone need to be exposed to before they take action? I think I can safely say this is an age old question. Why? Because way back in 1885, Thomas Smith, a London businessman, wrote a […]

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How many licks does it take to get to the center of a tootsie pop? How many advertising messages does someone need to be exposed to before they take action? I think I can safely say this is an age old question. Why? Because way back in 1885, Thomas Smith, a London businessman, wrote a guide called Successful Advertising where he shared his insight about how often someone needs to see a message before they make a purchase.

Smith’s Effective Frequency Theory can still be applied to today’s marketing tactics:

The first time people look at any given ad, they don’t even see it.
The second time, they don’t notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, “Here’s that confounded ad again.”
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbors if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.

And today’s latest research shows, it takes 20+ touches just to generate sales-ready, qualified leads. As the number of marketing channels and tactics increases, so does the number of touches it takes to get someone’s attention.   Consumers encounter almost 30,000 marketing messages per day. The number of channels marketers can use to reach consumers has exploded in the past decade. The ways in which we consume marketing is also evolving. Consumers are approached (sometimes bombarded) by dozens of channels…emails, texts, radio, blog posts, social media, TV, digital ads, direct mail and even package design (#ShareaCoke).

As both a marketer and a consumer, I’m truly thankful for multi-channel marketing! The idea of sending or receiving a marketing message via the same vehicle 20+ times would drive me crazy. The other day I received an email from Old Navy, touting their new summer favorites. Naturally I’m a sucker for a cute sundress, so I took the bait and clicked the link.

That sundress has since managed to show up on my Facebook page and again when I was reading Yahoo news. A day later, when browsing another news site, I once again got a glimpse of that cute little sundress

I lost count of the number of times Old Navy’s multi-channel marketing tactics infiltrated my space. I’m not even sure that their post card for $20 Super Cash was my tipping point, but I will admit that I now own that sundress.

Multi-channel marketing represents a distinct shift in the way consumers interact with a company. Marketers today are pacing themselves with how consumers operate – in lots of places, and often times, all at once. Campaigns are becoming strategies rather than merely tactics, so marketers need to continually make sure their brand has an ongoing presence on multiple channels.

Businesses can either put all their eggs into one marketing basket and hope for the best, or embrace the explosion and adopt multi-channel marketing. Marketing will continue to evolve and become more complicated, making channel management even more important with each new development. Are you satisfied with your current multi-channel marketing campaigns? And even more importantly, are the tactics and channels you’re using producing the results you want?

Contact the AccuData team of experts to learn more about how they’ve helped businesses like yours adopt multi-channel marketing for optimized campaigns and maximum ROI.

 

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Prevent Bad Email Addresses from Costing You http://www.accudata.com/prevent-bad-email-addresses-from-costing-you/ http://www.accudata.com/prevent-bad-email-addresses-from-costing-you/#respond Wed, 20 Apr 2016 14:52:15 +0000 http://www.accudata.com/?p=3252 If you’re confident that your email address database is clean, you’re probably kidding yourself.  Not only does email data decay at a faster rate than postal data, it’s often laced with SPAM traps and invalid addresses that could even damage your brand’s reputation if you try to send to those addresses. One of the things […]

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If you’re confident that your email address database is clean, you’re probably kidding yourself.  Not only does email data decay at a faster rate than postal data, it’s often laced with SPAM traps and invalid addresses that could even damage your brand’s reputation if you try to send to those addresses.

One of the things to consider when reviewing the hygiene of your email database is how those email addresses were compiled.  If you’ve allowed customers to opt-in to your email program, chances are high that they have made mistakes when typing their email address.

Especially with more of us filling out forms on our mobile devices, the chances of missing an @ sign or typing one character incorrectly is almost ensured.  And of course, you’ll always get the false email addresses and names that are entered simply to open a promotion.

If you’re using email addresses that did not have opt-in verification, it’s best that you stop employing that practice altogether.  SPAM traps consisting of abandoned email addresses are used by email providers to target poor sending practices.

Once you start sending to invalid or inaccurate email addresses, you’ll experience a host of hard and soft bounces in response to those emails. But as a reputable email marketer, you want to ensure that your emails are delivered and seen by your intended audience.  Bounces can damage your reputation and may actually prevent emails getting to your customers.

As global email volume increases, email service providers rely heavily on engagement activity of those emails to determine the legitimacy of the senders.  As Email Marketers, we have to focus on creating highly engaging targeted email messages that create engagement actions including opens, click throughs and forwarding.

Sure, you receive a report after sending an email message showing you the engagement and deliverability of your email.  But what does Bounce Rate really mean, and when should you be concerned? Some industries, like real estate, average high bounce rates exceeding 13%, while most bounce rates between 5 and 10%.

But all of this can be confusing when you aren’t sure which email addresses are outdated, which are potentially legitimate, but just in the wrong format, and which ones are dangerous SPAM traps. All you know is that they didn’t get through, and your efforts were wasted on those emails.

AccuData Integrated Marketing offers a tool called AccuValid that can verify all of the email addresses in your database and returns a result code based on the email’s deliverability.  You can use AccuValid to maintain a clean email database, increasing your chances of making it into the inbox.

I used the AccuValid tool on our own internal customer database and discovered more than 20% of the email addresses were invalid.  This gave our sales team an opportunity to reach out to their customers and ask for their updated email addresses.  And by sending to only valid email addresses, AccuData is protecting its brand reputation.

Our mission of customer service at AccuData is to continue providing our customers with marketing Best Practices to assist in improving their results.  AccuValid is an important way to prevent your emails from being blacklisted and to increase the deliverability of your emails.

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It’s Like Déjà vu All Over Again http://www.accudata.com/its-like-deja-vu-all-over-again/ http://www.accudata.com/its-like-deja-vu-all-over-again/#respond Mon, 04 Apr 2016 17:46:42 +0000 http://www.accudata.com/?p=3191 Yogi Berra once said, “the future ain’t what it used to be.” While I laugh every time I repeat that accidental wisdom from the late Yankees legend, it does point out the importance of understanding and even predicting the future. For data-driven marketers, we seek to better understand our best customers in order to not […]

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Yogi Berra once said, “the future ain’t what it used to be.” While I laugh every time I repeat that accidental wisdom from the late Yankees legend, it does point out the importance of understanding and even predicting the future.

For data-driven marketers, we seek to better understand our best customers in order to not only predict but also to spur additional buying behaviors in the future.  And those insights hopefully will allow us to focus energies on look-alike prospects that will bring us strong return on investment.

As marketing professionals, our job is to create demand that results in more customers buying our products.  But how do we effectively target high-value sources of growth? While marketing channels continue to expand into digital technologies with new tactics, the foundation continues to be data and the insight it provides.

I’ve purposely avoided the term, “big data.”  What makes compiled information about my customers “big data” and how do I get it back down into bite-size pieces that the Marketing Department can act upon?  While flaunting how much you know about your customers might impress some CEO’s, I’m sure providing real insights into how to use that data will provide the real bang for your buck!

But many times, our biggest challenge is that we don’t truly know our customers, even our best ones.  We may know their names and what they’ve purchased recently, but how does that help us get more customers? Most marketers freely admit that they could benefit from using third-party data to get a better picture of who their customers are and why they are purchasing.

And analytics can provide even more insight into who is most likely to purchase your products and services again and again.  Descriptive analytics, like the AccuModel Snapshot provided by AccuData Integrated Marketing, finds and describes common attributes among your audience.  By understanding what these demographic and interest categories are, you can better target look-alike prospects.

Modeling can help you create a targeted prospecting universe, revealing attributes and key differentiators of your best customers.  This allows you to target prospects that are most likely to respond to offers, make purchases, renew subscriptions or donate to your cause.

Predictive analytics go beyond the basic profiling and can actually help you predict the future that so confused and confounded Yogi Berra.  By understanding the behaviors, demographics and interests of your best customers, you can actually predict response, buying behavior or payment from another group.

That’s incredibly powerful data-driven forces at the hands of marketers that understand how to use insight to shape marketing practices and could lead to the competitive advantage we all seek.

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“Should You Break Up with Me?” http://www.accudata.com/should-you-break-up-with-me/ http://www.accudata.com/should-you-break-up-with-me/#respond Tue, 29 Mar 2016 15:05:40 +0000 http://www.accudata.com/?p=3159 The subject line “Should You Break Up with Me?” caught my eye as I scanned through my emails. What could this possibly be? I recognized the sender and realized it was from an email subscription I signed up for some time ago, but haven’t really looked at any emails in the past few months. Did […]

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The subject line “Should You Break Up with Me?” caught my eye as I scanned through my emails. What could this possibly be? I recognized the sender and realized it was from an email subscription I signed up for some time ago, but haven’t really looked at any emails in the past few months.

Did they send me a break-up letter? A Dear John note?

Now that my interest was piqued, I opened up the email to find a love letter of sorts. They wanted to let me know that they’ve noticed that I haven’t opened an email in a very long time, and they were wondering if we should officially break up. Say what?

There were a few more words about what I’ve been missing and how they would love for me to stay. So, instead of offering an opt-out, I was offered an opt-in. Brilliant!

They got me to open the email and read it.

This message was a prime example of how email has been reinvented and redefined. This trend of sending to only subscribers that engage with your emails is growing in popularity and is being taken seriously. Email is no longer about the quantity, but all about the quality. Relevancy equals results in the email world.

It is true that I’ll go cold on a few communications that seem to not engage me at the moment. Especially, when the topics may not resonate with me any longer, or I simply have other things going on in my life, and the emails fell off the radar.

Coupons, love ‘em! New products, sales, and similar interest? Yes, please! I sometimes find myself opening these emails simply to remain on their lists. Even though I do not have a need for the items at the moment.

Email has become so evolved in a manner that it’s truly targeted towards customers on a personal level. When my name is used, along with other personal aspects like my birthday, it really feels like I’m appreciated as an individual with individual tastes. Consumers are much more likely to respond to messages that are meaningful to them.

So, perhaps it was an opportunity to avoid the famous “It’s not you, it’s me” line or the slight sting of rejection, but you’ll be happy to know that I resubscribed to the email list and plan to engage more. This was a relationship I didn’t want to leave, and their clever subject line and email allowed me to re-engage.

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Are We There Yet? http://www.accudata.com/are-we-there-yet/ http://www.accudata.com/are-we-there-yet/#respond Fri, 18 Mar 2016 20:11:52 +0000 http://www.accudata.com/?p=3145 It is a ubiquitous inquisition, the current state looking forward to the anticipated or desired state: Are we there yet? From the time we’re children we learn to look forward in this way, and in the process we’re likely also all exposed to little truisms like “Getting there is half the fun,” or “Stop kicking […]

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It is a ubiquitous inquisition, the current state looking forward to the anticipated or desired state: Are we there yet? From the time we’re children we learn to look forward in this way, and in the process we’re likely also all exposed to little truisms like “Getting there is half the fun,” or “Stop kicking the back of my seat!”

This is all fun as fodder for family trips, but the trust we have in the destination’s attainability shouldn’t undermine our presence of mind along the journey either. Sometimes these behaviors learned as youth can benefit our goal-driven approach to later life and business, and others it can drive us to the same frustrated tantrums as though time has been dialed back when we’re presented with delays or even the occasional complete roadblock.

I am acutely aware of this phenomena as I observe it every day, from the making of my morning coffee to the wondrous world of big data driven marketing and analytics. As I connect with more and more professionals in various spaces, it never ceases to amaze me how the drive to the finish so often simultaneously empowers and disables our success. Gaining buy-in from teams of individuals with such different experiences and personal destinations on their heart is probably the singular challenge that all businesspeople face, regardless of our industry.

I see lots of inspiring memes and posters shared via LinkedIn (and many more) sites exhorting us all to manage in a certain way, or develop a something-centric culture – and to be fair, I should say I actually like a lot of these. But in reality, fostering the fallacy that a management style will magically open up the heavens and rain down our desired state is actually part of the central challenge itself: We think with our own minds, feel with our own hearts/souls, and we usually act with the end in mind rather than the journey.

Truly, some individuals among us are famously aware of the journey, but they are frequently ridiculed as disengaged or the quintessential sufferers of “paralysis by analysis”. In reality, action is our favorite thing – we are so happy to accomplish that “do-er” is a far higher praise in our vernacular than “thinker”.

So what is the point? Do I mean to imply that sitting around “enjoying the journey” is a desirable state in which we feel great about the world passing us by? Nope. Still, I appreciate the inherent dramatic implication.

No, my point is merely that when we work in teams it’s our obligation to succeed as any other situation, and in order to DO that, we must realize every stakeholder must be motivated individually, or they will become obstinate individually. The consuming public, our clients, our technical staff, our designers, our data people, our leadership team, our salespeople – all of them are going to look for the end goal, and wonder “Are we there yet?!” If we aren’t prepared with the answer, they’re not going to cut us a break forever, so your mission is to steer them into a productive journey. It is impossible to have any sense of distance to a goal, or relative ability to guide the journey, with an insufficient roadmap, so in every situation it is imperative to plot waypoints carefully. These little respites along the way afford not merely the chance to be sure no one is lost, but also to reassure doubts and reassess progress.

Sometimes the healthiest thing we can do is measure where we are relative to the starting point, and be sure the destination is actually where we thought it was. In some situations the attainment of progress for its own sake has caused considerable investments of time and capital to end fruitlessly (check out this great article on the famous NetFlix prize for example).

In still other cases working collectively to adjust course with the ability to “get over the idea that it wasn’t my idea” has produced more valuable results than anyone’s original plan envisioned (quoted from Sal Kahn in a pretty fun article found here).

If you care to, please share how you go about plotting your waypoints along the journey, and perhaps together we can grow our collective approach to business success. Contact AccuData today!

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