What are the key stats you track in a campaign?
Just people who responded and bought? Or do you also analyze the people who unsubscribed from your message?
While it is important to generate conversions with your campaigns, understanding who your marketing messages is not working for is just as important.
When you analyze a campaign, track who opted-out [...]

A preview from our latest personalized URL strategy article:
One of the jobs of any marketing professional is to make sure that the explosions generated by any marketing campaign are controlled and kept to a minimum. Everyone wants an “explosion of customer interest”, but no one wants a “firestorm of customer complaints” or an “eruption of [...]

This week, we announced the launch of the personalized URL strategy guide.
We’ve posted it up on Slideshare for you to view or download.
We were originally inspired to produce the guide when we saw marketers making the mistake of relying too much on the “URL” rather than the true benefits of using personalized URLs in an [...]

We’re one of the biggest advocates for using technology to make sure your messages are relevant to each recipient.

I thought it’ll be interesting to explore what happens when marketers choose mass marketing tactics (from the recipients point of view).

Angering a blogger with mass marketing:

Jonathan Fields posts an entire conversation with a PR person over a mass marketing email he received twice! Read the full post.

So often marketers take an either-or approach to marketing channels. Either email or direct mail, either PPC or traditional print ads, either Html or text, either facebook or youtube, you get the point.

The innovative marketers (like yourself), know marketing channels work best when they’re integrated.

The guys at Marketing Sherpa recently posted a campaign case study for a minor league baseball team that were trying to sell tickets to a playoff game. They used email marketing first with a text email message and then with a well-designed HTML message.

They got a tremendous 56.9% conversion from those who visited the static landing page.

The lesson - don’t be fixed on what you think works. Explore new marketing channels and new ways of using old marketing channels to get phenomenal campaign success.

Related posts:

The great email divide

Multi-channel + Interaction = Conversion

It’s all about the channel (Contains IQ Question)

Lifting the lid on 1:1 campaigns

Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business.

Like all marketing tools you use, personalized URLs require you to:

• think about a strategy for reaching your different customer segments
• plan on integrating your ‘magic’ personalized URLs with current media
• make a conscious effort to follow through on each message you send.

Tomorrow, L2 is releasing a story to the press. You, readers of The Better Response Blog, will get a heads-up before anyone else.

Over the last month or so, L2 has been building demo applications for the retail space, in anticipation of a rebound in sales volumes.

A report by the Research and Market’s identified “Providing value that improves the customer experience” as the key to sales growth in the retail space.

Why is this interesting?

‘The long tale’.

Seth Godin recently coined this phrase in his recent blogpost.

In essence, it symbolizes the continuing story you have to tell your customer and how you have to periodically re-introduce yourself to your customers. More so if you’re re-branding your business, moving into new growth areas as a result of the economy.

Through the years, we’ve been posting (what I now realize) great advice about building relationships, initiating conversations and using technology to help you do so.