Some Customers Still Hard to Reach by Email

Did you know that, even in today’s multichannel media environment, some customer segments are more difficult to reach by email than others? The Pew Research Center reported in April of this year that:
•    41% of U.S. consumers aged 65+ still do not have Internet access. 
•    53% of U.S. consumers in this group do not have broadband. 
•    18% of these consumers do not have smartphones. 

Particularly for older retirees in lower income households, print remains a critical part of the multichannel mix. For many, it may be the only way to reach them. Even those who do go online may require text-only emails rather than the HTML versions many marketers are geared up to send. 
But before you write off U.S. retirees as non-email-reading, non-Internet using consumers, remember that not all consumer segments look the same. In fact, among younger, more affluent, and more educated retirees, 90% have Internet access and 82% have broadband. That’s higher than the U.S. adult population overall. For this segment, email is an important tool for marketing communication, both as a primary means of messaging or as a follow-up to print communications. 
So before you reach out, know your audience, their media usage, and their channel preferences. It can have a critical impact on your multichannel mix and ultimate marketing success.

4 Basic Ways to Enrich Your Marketing Ecosystem

1) CUSTOMER COMMUNICATION: Give your customer base an easy way to communicate with your company. Methods include; PURLs (personalized URLs), a toll free number, a form to fill out on your website or a BRC (business reply card). If a frustrated customer can easily give feedback to your company regarding his or her experience with your product, they fill like their frustration is mitigated and being heard. Create an internal goal to answer and resolve customer issues in x amount of time. Track your company's performance. Virtually all companies want feedback, but many fail in creating a vehicle to receive this important information. Facilitate two-way communication. If the customer feels it is one-way - their frustration will grow. If you have a social media presence, make sure it is constantly being monitored for negative, and positive, feedback. Reply and resolve as quickly as possible.

2) TEST FOR EFFECTIVENESS: Direct mail, email, and your call center should be constantly doing A/B and multivariate testing. This can be as basic as having two different offers and seeing which one is the most effective. Try different calls to action and offers within the same campaign to understand what resonates with each of your client categories. Consider trying the same offer across multiple customer lists to understand which ‘persona’ or category of customer is most influenced by a particular offer. Understand if a particular offer works well on direct mail, but not as well on email. Start small and gradually expand your test suite. Create a marketing culture that tracks and utilizes this important data.

3) WEB ANALYTICS: The measurement, collection, analysis and reporting of web usage on your website enables you to improve the effectiveness of what is one of your most valuable marketing tools - your homepage. Your company spends considerable marketing resource on your website infrastructure (IT) as well as your marketing messaging (content). Analyzing how a customer views and clicks on your site is paramount to improving it. Google analytics is the major player, but other companies, including Mixpanel and Kissmetrics, provide similar services.

4) TRUE MULTI-CHANNEL MARKETING: Consumers and business owners today face a constant barrage of marketing messages. Making sure that your target audience sees your marketing offer in a variety of ways: traditional marketing (tv, radio, billboard, magazine); web marketing (banner, search, social); and direct marketing (email, direct mail, PURLs, call center); is not only more effective, but also reduces your overall cost of content development.


Welcome to IC Response.

This site is the beginning of the newly formed, but deeply experienced marketing services division of IC GROUP. Although we have always had an innovative approach to handling the needs of our diverse customer base, IC RESPONSE takes our capabilities to the next level.

What drove this new direction? We call it IC RESPONSE for a reason: Our clients increasingly ask us to help them do a better job of finding, nurturing and converting leads. They also seek strategies to retain and grow the "spend" of existing customers. We work with our customers in understanding their business challenges, business environment, competition and overall business goals. We take time to analyze the customer data they already have, or want to obtain, and support them to build a data and campaign strategy mapped to realizing these goals. Great creative combined with the right data strategy puts us on a path to success. The actual execution of this strategy, combined with constant testing and adjustment enables our customers to meet their business objectives. The marketing dashboard is command central, which enables the viewing of real time campaign response and conversion.

This blog will explore everything from postal costs to social media strategy to content marketing to RFID. So stay tuned and visit often. IC RESPONSE is just getting started, give us a shout to learn more.