CMDC Media Digest, 2015-2016

DIRECT MARKETING According to eMarketer providing a meaningful call toaction offer ranked number one in terms of the most effective tactics for email marketing but list segmentation for targeting ranked the most difficult email marketing tactic to execute One method of identifying relevant and compelling content is to try a variety of content or positioning the same content in different ways using an A B or multivariate testing In this method small target groups are sent emails with slight differences and the results are tracked Subsequent emails are created manually or automated based on the learnings of the previous emails to drive increased performance Most Effective vs Difficult Tactics For Increasing Email Marketing CTR According to Marketing Professionals Worldwide May 2015 Most Effective Most Difficult Meaningful call to action offer 65 35 List segmentation for targeting 47 41 Message personalization 42 31 Testing and optimization 35 31 Mobile friendly design 33 17 Drip event triggered campaigns 22 32 Video email 10 28 Social Sharing 6 20 Note n 303 Source Ascend2 Email Marketing Trends Survey Summary Report May 122015 Consumers sign up to hear from brands for a variety of reasons In Canada the most popular reasons can be grouped into three categories discounts and promotions new brand product news and an existing relationship with the brand DIRECT RESPONSE MEDIA Direct response media forms are traditional advertisements that have a clear and traceable direct callto action Common calls to action include unique phone numbers URLs coupons or texting a response The primary goal of direct response media is to elicit a specific response from a consumer rather than to generate brand awareness or influence brand perception Direct response TV DRTV is different from a brand buy because it focuses less on GRPs and more on cost per minute The purpose of DRTV is to get an effective ROI low cost per call low cost per lead versus creating an impression Short form DRTV can be 15 30 60 90 and 120 seconds in length Long form DRTV also known as infomercials or paid programming is usually 30 to 60 minutes in length With the right frequency DRTV can drive response and aid brand awareness Direct response radio DR radio involves ads that have a call to action and a tracking mechanism for example a call now prompt with a toll free number or a unique URL If a telephone number or a URL is the call toaction it should be memorable and heard frequently to be effective DR radio measurement involves calls orders customers leads and sales results from the ads Reason that Email Users in Canada Subscribe to a Companys Email March 2013 of respondents 63 To receive discounts and money off promotions 58 To receive free stuff or giveaways 43 To Keep up to date with the companys products services offerings 39 To receive advanced notice of new products or future releases 36 I shop with this company or buy this brand on a regular basis 34 To gain access to exclusive content 32 For more information related to my interests 18 To receive alerts related to developments with the company association or organization 15 To keep my finger on the pulse of the brand company 13 Someone recommended it to me 10 To show support for the company to others 6 To be affiliated with the product or brand because its trendy Note n 1290 ages 18 who receive at least 1 email from a company Source ExactTarget Subscribers Fans Followers 21 The Digital North June 13 2013 157 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL