Learn to leverage marketing technology at our free Friday Forum on July 10. RSVP now

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Just Show Me What You Want

October 16, 2009  

When you have products or services that customers don't buy on a regular basis—for instance, big-screen televisions or luxury excursions on the Orient Express—targeted email offers based on previous purchases may not be the best way to determine what they want next.

That's why Sean Duffy of the UK-based EmailCenter blog argues for offers based on the research customers do before closing a deal. "We have recently launched a targeted email program for a travel organization [that examines what] visitors have been searching for on their site," says Duffy. "We then target these visitors with emails containing the best-selling holidays that meet their search criteria for the next few weeks while they make their decision."

The strategy takes advantage of some unique conditions:

These customers take their time. They want to weigh the pros and cons, explore options and arrive at the best choice for their needs and budget. Heightened interest during research-intensive periods means they're probably more receptive to a variety of offers. "[Y]ou can increase the frequency of messages during this time as it is relevant and front-of-mind," notes Duffy.

Their searches provide context. A vacation package might, for instance, hold equal appeal for adventure-seeking travelers and those with families. Within the framework of other searches, you can probably determine to which segment a customer belongs.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

Take the first step (it's free).

Already a registered user? Sign in now.


Rate this  

Overall rating

  • Not rated yet.
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!