o RESPONSE: What is email marketing?
CLUE: Everyone wants this high, but the more you send, the lower it goes.
o RESPONSE: What is response rate?
CLUE: The Internet is commoditizing everything, and minting these faster than seemed possible a few years ago. For too many companies, they represent over 80% of their customers.
o RESPONSE: What are one-time buyers?
CLUE: Five years ago it wasn’t possible; now it’s the best way to raise response rates and revenue.
RESPONSE: What is individualized marketing?
CLUE: Starting a customer acquisition program without knowing this number is like bowling with a blindfold.
o RESPONSE: What is Customer Lifetime Value?
CLUE: If you can’t sell more to your existing customers, this is the next best way to grow your business,
o RESPONSE: What is customer acquisition?
CLUE: Your growth has been stagnant, so you’re trying this difficult technique because it is the best way to build revenue.
o RESPONSE: What is cross-sell?
CLUE: It’s a bargain, it’s a customer favorite, it’s an easy out if you can’t decide on the lead for your next marketing campaign -- but it’s not as effective as a relevant product offer.
o RESPONSE: What is BOGO?
CLUE: Prospects go looking, and you keep marking the trail with eye-candy words.
o RESPONSE: What is search marketing?
CLUE: It’s easy to understand and crucial to improving results -- but takes so long, it’s often ignored.
o RESPONSE: What is A/B testing?
CLUE: You hold them back and hate doing it; it tastes like medicine and helps measure success.
o RESPONSE: What is a
CLUE: UPS and FedEx love it, but bean-counters hate it.
o RESPONSE: What is free shipping?
CLUE: If customers can’t get past this, all your other work is worthless.
o RESPONSE: What is the email
CLUE: It used to be that marketers were measured by ROI and revenue; now your search fate could be in the hands of this number.
o RESPONSE: What is click-through rate?
CLUE: You have only hints about how Google calculates this, yet your success depends on it.
o RESPONSE: What is Quality Score?
CLUE: This common analytics method identifies the best and worst customers, but falters in the important middle. Using it for cross-sell is useless because it contains no product information.
RESPONSE: What is RFM?
CLUE: This methodology was invented by a British agricultural scientist in the nineteenth century to make better artificial manure, but today it’s a crucial tool to improve websites and marketing campaigns.
o RESPONSE: What is multivariate testing?
CLUE: You believe that neighbors and buyers think alike and purchase alike, so even in this age of infinite choice and big data, you use this technique to target your customers.
o RESPONSE: What is segmentation?
CLUE: Many think you get it by using the recipient’s name, but today that is only table stakes when you are trying to capture someone’s attention.
o RESPONSE: What is relevance?
CLUE: We used to say that art and creativity produced the best results, but today this is the way the most successful companies do it.
o RESPONSE: What is data-driven marketing?