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Thursday, May 18, 2006

There's a great phrase that Jill Konrath used in her book, "Selling to Big Companies" when discussing sending emails to targeted prospects within large organisations - "one-on-one marketing". Jill writes:

"When you set your eyes on getting into a particular big company you are doing one-on-one marketing. It's writing to one person. That's all. Totally personalized. Totally Customized."

That is so true and, I think, it's probably one of the hardest forms of direct marketing there is.

Consider this: successful direct marketing campaigns are usually measured in single digit response rates, say 1 or 2% (and you can invest a lot of time and money trying to increase that rate by a fraction of a point.)

We're trying to get the attention of just one person, and we need to carefully research and craft our approach to have a chance of success.

Also, when you're running a direct marketing campaign, let's say a mail-out, you can test your copy on a segment of the list, check the response rate, make a few changes, test again etc. Once you've found the copy that pulls the most responses, you can release it to the bulk of the list.

With one-on-one marketing there's no such luxury.

I guess this is typically why I work with companies with high ticket propositions, or where a large account could represent a major lifetime value as a customer; it's worth investing the time as the payback can be substantial.

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Posted by: David Regler @ 12:06 pm |   | Links to this post  

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