Event Triggering, Data Mining, Multi-Channel Marketing — Oh My!

This great post is from my friends Suzanne and Nancy at RRW Direct Marketing Consulting.

We’ve often cited the tremendous impact that event-triggers can provide to direct marketers. In fact, we’ve worked with several clients to design event-triggering programs that have resulted in response rates of up to 2.1% — much higher than utilizing traditional data sources to fuel acquisition programs.

This continues to be the case — not only here in the US, but also in other countries. In fact, The Wise Marketer has just reported on the results of some research conducted by UK marketing firm CDMS. The firm looked at using event-triggers with an existing customer base — and the findings were quite interesting. The first finding was a no-brainer — that “customer marketing — as opposed to prospect marketing — generates a significantly higher response.” I think we’ve all seen this — I mean the customers that already buy from you are definitely going to be more open to reading and responding to your messaging than those cold prospects who you are trying to acquire. Click here to read the rest of this informative blog post.