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 Dear reader ,
Customer acquisition is fast becoming a distant second to customer retention, and with good reason. Once customers defect, it is increasingly difficult to win them back. On top of that, assisted by the Internet and emerging mobile technology, your competitors are able to match your service and price with more speed and agility than ever before. So how do you turn this same technology to your advantage?
Join us for this half day seminar in Sydney on August the 18th. Limited seats are available so book now. More
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Can sponsoring e-newsletters boost exposure?
You have an opt-in list that you nurture via your e-newsletter. This is great, but what about the prospects out there that should know more about you?
Sponsoring community newsletters can net you high returns in branding, realm of influence and market share.
If you wish to reach an audience without costly acquisitions, sponsor a newsletter for a relevant qualified community.
At PeopleLogic:) we often come across non-profit organisations seeking such sponsorship, so if you wish to take part in our match-making services, please send an email to Poochee and we'll start the ball rolling!
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Constellation Hotels Increases Escape Club Membership Rate by 700%.
The recent launch of the Escape Club website, on-line sign-up form and e-newsletter has proven a smart move for the Constellation Hotel group. The Escape Club is a loyalty program set up for customers of the Chifley, Country Comfort and Australis hotels within the Constellation Hotel Group, providing privileges which includes free night stays.
Before the launch of this e-channel solution, Escape Club had an average sign-up rate of seven per week over fax and off-line customer points. Now, two weeks after their soft launch, they are experiencing a peak of around 15 a day: that's an average increase of some 900%.
So, what contributed to this success?
A simple, fast loading website; dynamically driven content; easy to use on-line registration form and an e-newsletter that drives customers there. But higher sign-up rates are merely the tip of the iceberg.
Julie Willis, marketing executive at Constellation, says that apart from the dramatic increase in membership - without any additional marketing - the accuracy and quality of data collected is a huge plus. Previously, the hand-written membership forms were often highly inaccurate, short on important details and sometimes illegible. In some cases there wasn’t enough information to set up the membership.
Part of the on-line strategy was to capture data through a web-based form. The ability to make certain fields compulsory, or restrict their format, has eliminated data shortfalls and raised accuracy levels significantly. With no manual data entry, admin time has been reduced by more than 90%, releasing vital internal resources. The third and most exciting benefit, though, is that the data captured has provided valuable market insight for forward planning and marketing. This has been made possible by asking key questions in the sign-up form.
And it doesn’t stop at the sign up. Once members have joined they are kept informed of Escape Club happenings and benefits through the e-newsletter and are encouraged to recommend it to others. And with strategic cross-promotion with Rex airlines and other promotions in the pipeline, membership numbers are only expected to increase.
Julie says the group has been ecstatic with the results: While the first objective was to streamline the data collection process, the increase in sign-ups, improved data quality and market intelligence has brought enormous Return On Investment.
Escape Club website:
www.escapeclub.com.au
E-newsletter for Escape Club:
escapades.escapeclub.com.au
- Story by: Paul Hodgson
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What to do with 'dormant' accounts on your email list
One of my clients, let's just call him 'Jaime', publishes an e-newsletter to nearly 12,000 customers every month, with a good 57-60% open rate. He called me last week, just wondering what the other 40 odd percent were doing with his email and what he should be doing with them. A colleague of his in Direct Marketing told him that if they hadn't opened his email in 6 months, he should just remove them from his mailing list. Jaime called me for some advice regarding this.
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'Blogging rights'
How many of you out there follow the online musings of your favourite political commentators, or study the diaries of Samuel Pepys? Not many? Well how about sneaking a peak at a Washington intern's very frank and risqué journal? Yes, thought that would get your attention!
Regardless of what 'turns you on', if you're avidly following the personal thoughts and comments of another human being through a web site, then chances are it's a 'blog'.
Oh no, not a blog?! How could I have been so stupid?! I'd better format my hard drive then!
Before you panic and start ripping Cat 5 cables out of the wall, don't, because it's not as bad as it seems:
A 'blog' or 'weblog', as defined by Wikipedia.org, is:
"A website which contains periodic, reverse chronologically ordered posts on a common webpage. Such a web site would typically be accessible to any Internet user. Part of the reason "blog" was coined and commonly accepted into use is the fact that in saying "blog", confusion with server log is avoided. Individual posts (which taken together are the blog or weblog) either share a particular theme, or a single or small group of authors."
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