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20 optimization techniques to improve the performance of targeted marketing programs

Posted by Sheera Eby on August 23, 2013

Do you feel that your marketing programs are optimized to the fullest extent? Shockingly, many marketers tend to feel their cultures are more supportive of introducing new channels, rather than working to improve the performance of existing marketing channels and tactics.

 

Interestingly, companies spending more than 25% of their marketing budgets toward optimization are twice as likely to enjoy high conversion rates, according to a recent study conducted by Adobe.

 

Marketing channel effectiveness comes down to applying best practices and testing various techniques to improve response. So where should marketers start to optimize their tactics? We’ve compiled a list of 20 optimization techniques to consider in outbound communications program execution. These techniques are proven marketing optimization winners. The list was derived from several comprehensive ebooks that J&C has developed by channel. It covers the basic tactics of direct mail, email and landing pages.

 

Applying tried-and-true proven best practices of direct marketing for driving action.

Leveraging strong and clear calls-to-action, compelling offers and other response best practices almost always works to improve the response and effectiveness of marketing channels. These direct mail techniques have proven to enhance performance.

1. Incorporate the call-to-action 3 times within the direct mail letter. Ensure the calls-to-action are prominent and easily visible to the reader.
2. Incorporate a P.S. line at the end of the direct mail letter. The P.S. is the most read part of a direct mail letter. Reinforce a message already delivered within the body copy within the P.S. and include the expiration date within the P.S.
3. Utilize a right rail within the direct mail letter for a quick scan of key information. Be sure to present copy within the right rail in the bulleted format and highlight important messaging within the right rail. Also ensure you restate the call-to-action and emphasize the expiration date within the right rail.
4. Provide at least 3 ways to respond with the response device , such as a:
- Mail-back enrollment form
- Phone number
- Web link or URL

 

Leveraging proven email techniques that increase open and click-through rates.

Email marketing tends to be a technical discipline. Email marketing provides a unique ability to quickly measure and track what works and what doesn’t work. The effectiveness of email as a marketing channel is generally dependent on a number of factors. Here is a list of quick-hit applications that are proven techniques to enhance the performance of email marketing programs.

5. Ensure you are optimizing deliverability. Utilize an email deliverability tool or work with an agency or service provider that can help you ensure email deliverability.
6. Leverage personalization to increase relevancy and simplicity. We’ve seen up to a 36% increase in click-through rates by adding personalization into an email.
7. Utilize icons as an alternative in the right rail within the email to help drive action and provide quick accessibility to action links and action steps.
8. Incorporate company/brand name in the email subject line. Although it seems as though users can view the company/brand name in the friendly from, adding it to the subject line has proven to provide a lift in open rates.
9. Try shortening your email subject lines. A recent test we ran demonstrated that shortening the subject line to less than 35 characters drove a 40%-60% higher open rate.
10. Urgency wording works in email subject lines. Borrow from response marketing best practices and leverage action words.
11. Include a call-to-action and links within an email 3 times. Even if an email is short, it’s critical to provide multiple access points for the user.
12. Ensure your emails are mobile-optimized. If your emails aren’t mobile-optimized, you probably aren’t reaching as many people as you think. Check out our article on mobile optimizing and responsive design for emails for more details.

 

Increase conversions on landing pages by applying optimization techniques.

Most email and direct mail programs drive to a landing page. Landing page effectiveness is dependent on application of optimization techniques. We’ve included a series of techniques to consider, since the landing page is a critical component to moving the user to the next stage.

 

13. Give the landing page a title, description and layout that clearly and quickly explain the value of your offer. Make sure it passes the quick scan test.
14. Include a strong incentive for users to take action, and be sure it is highlighted on the landing page.
15. Ensure the action is clear on the desired action, whether it’s clicking through to another page or filling out your form. Don’t provide multiple calls-to-action, but allow users to get more information.
16. Include social sharing links on the landing page to maximize exposure for your offers where appropriate. They serve your cause by allowing users to spread the word about your offer to their social networks.
17. If using a form, strike a balance in the structure of the form by keeping it short and non-intrusive from a user’s perspective, but capture enough information to make the lead useful to you for follow-up.
18. Keep users engaged by directing them to a thank-you page or sending an auto-response that suggests other offers of interest or other steps to be taken after they complete a form.
19. Track, measure and analyze your landing page conversion rates regularly. Use what you learn to improve your landing pages and thereby improve your conversion rates.
Ensuring message cohesion and integration across all touch points.
20. Ensure message integration. Everything works better together than individually. Ensure each tactic and channel serves a deliberate purpose but also delivers a cohesive and integrated process.

 

Marketing channel effectiveness should be a goal for marketers and can be driven by application of optimization techniques. Optimization is a path that is underutilized by many marketers. While it takes careful precision and diagnostics to determine the best paths for marketing optimization, it can quickly show increases in response and ensure your marketing dollars are working as hard as possible.

 

J&C is an expert in marketing communications optimization and marketing channel effectiveness. J&C produces several ebooks annually that provide guidance for marketers looking to get more out of their marketing budgets and increase their marketing channel effectiveness.

 

 

Topics: CMO

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