Makasha Dorsey over at Solo PR Pro quoted me for a recent article on how to get PR clients up and running quickly. If you haven’t read her posts, you should. There are a ton of great posts for both consulting pros and internal teams.
Would you like to almost double your ROI on your next mail campaign without having to make a single call?
Messaging sweeping is a successful tactic for increasing response rates as our message sweeping team recently reported for a leading manufacturer. This manufacturer sends quarterly product mailers with an average 3.1% response rate. After working on ways to boost that response rate, the company decided to run split-run test using message sweeping for part of their mail drop tested against the control group with no message sweeping added. The group with message sweeping saw a response rate increase of 145%.
Matt Wilson over at PRDaily.com (also Ragan.com) quoted me in an article about email vs. social media. Thanks Matt.
Matthew Turner of consultancy Boston Turner Group says email wins the sales race, at least for now, because communicators can target emails more effectively. A tweet about a sale or an offer on a certain type of shirt appeals only to the fraction of the audience looking for that shirt.
Are you intimate with your prospects?
Once you’ve segmented your data, scrubbed it and grouped your prospects in your database, your work is not even close to being done. The next step is to personalize your messages to add relevance and engagement.