Campaign Plans - What's the Opportunity?

CAMPAIGN PLANS - WHAT'S THE OPPORTUNITY?
Marketing is key to growing our business, but we know that email blasts and spray marketing doesn’t work.  We need some premise or theory behind our campaign so that they are well structured and focused.  Knowing who our customers are (personas) and where they are in their journey are key to identifying opportunities for a successful campaign.  We can then link these to specific goals.

Check out this report from the DMA[i] showing that 84% of revenue comes from campaigns that have some goal based on segments and/or triggers.



In follow-on reports they find that triggered campaigns had a 6.5% click rate compared to 1.6% for “business as usual” campaigns.  The most effective strategies involved segmentation and individualized messaging.

The campaign plan should depend on what opportunity we believe exists.  Analyzing your current customers and your broader market are good ways of doing this.  Creating segments and developing personas from them will help you.

Here are some common opportunities with the triggers and type of messaging that could be used:

Opportunity
Metric
Message
“At Risk” Repeat Customers”
time since last order < 30 days
“you’re missing some great deals”
First-Time Buyers
order = 1
“we hope you enjoy our product, please contact us with any questions or queries”
Inactive Repeat Customers
time since last order > 180
“Come back, how about a discount”
Repeat Customers
order > 1
“here are our new hot trends”
Anniversaries
time since first order = 365
“you made a purchase with us a year ago, here are some more gift ideas”
Up-sell
purchased product X
“add-on Y to get much more out of product X”
Cross-sell
purchased product X
“hey, you might like product Z”
Net Promoter Score
NPS > 8
“we would love your feedback?”
Customer Lifetime Value Score
CLV > 90%
“join our loyalty program”


The plans that you choose will depend on your type of business and the type of opportunities available.  Let’s say your product is one of those that once the customer has used it a few times and are happy with it, they will most likely become repeat customers.  You will want to focus your campaign on first-time buyers.  If your product lasts a while but needs replacing every four months then you want to be targeting your customers that purchased about 3 months ago.

Always remember “Be relevant or be deleted”, the more personalization and hyper-targeting the better.


What opportunities are you realizing through your campaigns?



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