RULE #6
Market to your inactive customers, too.
Your inactive customers once valued your product or service, and it may be easy to unlock reasons for the change. Is it the competition? Your customer service? Or is it a change in your value proposition or pricing? Consider an online survey, then deploy a win-back marketing campaign to re-engage them and drive incremental revenue.
RULE #7
Is it time? B2B for 3rd screen is smart.
Why? Research predicts seven out of ten mobile professionals will use mobile email by the end of this year. Busy executives scan through email on their Blackberrys – then read at length when they get back to their desk. With current technology, only text messages are reliably readable on mobile email devices, so keep it short, text-only, and make the offer urgent to get top response.
RULE #8
Use power words that sell.
The 15 most persuasive words in the English language are: you, money, save, now, new, results, health, free, easy, safety, love, secret, discover(y), proven, guarantee. Use them liberally in your communications to infuse emotion and to elicit higher response.
RULE #9
When to send business emails.
In most cases, it is best to send business-to-business emails Tuesday through Thursday, either at the start of the day around 9:30 a.m., or just after lunch around 1:30 p.m. Avoid sending business emails after 4 p.m., on weekends, or around holidays when business people take time off.
RULE #10
Include DRTV in your marketing mix.
If you want to reach a broad target audience that will self-select, Direct Response TV should be a part of your marketing strategy. Choose national cable and/or local spot TV based on target audience demographics. Select long or short (two minutes or less) based on your price point. Consider your overall budget in determining your media selection and test plan.
