Comments on: One-to-one marketing and its implications for copywriters http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/ A melting pot of punchy, persuasive copywriting Sun, 22 Jan 2012 08:43:17 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Email Marketing Copywriting Tips - Delivered, Opened, Read and Responded to | The Copywriter's Crucible http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/#comment-51431 Email Marketing Copywriting Tips - Delivered, Opened, Read and Responded to | The Copywriter's Crucible Thu, 16 Oct 2008 13:52:27 +0000 http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/#comment-51431 [...] your database to personalise your subject lines with the receiver’s name or the product they’ve shown an interest [...] [...] your database to personalise your subject lines with the receiver’s name or the product they’ve shown an interest [...]

]]> By: Matt Ambrose http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/#comment-49334 Matt Ambrose Tue, 23 Sep 2008 10:45:07 +0000 http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/#comment-49334 Hi Graham, Thanks for taking the time to share your comment. Yes, I agree: using a database to drive CRM activity certainly seems to be the way forward. In fact, I'd say it should be top priority for improving the targeting of follow up marketing activity, particularly with the tracking now available. Lets just hope the value of well written words doesn't get sidelined along the way. Matt. Hi Graham,

Thanks for taking the time to share your comment.

Yes, I agree: using a database to drive CRM activity certainly seems to be the way forward. In fact, I’d say it should be top priority for improving the targeting of follow up marketing activity, particularly with the tracking now available.

Lets just hope the value of well written words doesn’t get sidelined along the way.

Matt.

]]> By: Graham Strong http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/#comment-48869 Graham Strong Thu, 18 Sep 2008 18:40:59 +0000 http://copywriterscrucible.com/one-to-one-marketing-and-its-implications-for-copywriters/#comment-48869 Hey Matt, Essentially what you are talking about is Customer Relationship Management, or CRM. At its heart is the ability to mine a database and make connections that might not necessarily be readily visible without graphs, etc. The whole idea is, as you say, to find out what a customer has purchased before, decide based on that what they might like, and then give them an offer they can't refuse. The comparison I've used before is a grocery store. Say for example you find that an abnormally high number of people buy a certain cracker with a certain cheese. Obviously these people know something that not everyone does. What you do then is give everyone who shops at your store who buys that certain cracker, but *not* that certain cheese, a special offer on the cheese. You talk about how well they go together, why not try it yourself, here's a coupon, etc. Obviously, you do the same with all the people who buy just the cheese and not the cracker. The idea of course is that these people will try the combination, and based on your statistics from other customers' buying habits, they will probably like it. Suddenly you are selling more of that cheese and more of those crackers. Best of all, they will remember subconsciously or otherwise that they learned about the combination at your store, and will likely out of habit go out of their way to buy that combination there. This of course helps increase customer loyalty. You touched on it here: it cost a lot less to retain a current customer than find a new one. CRM is one way that you can help increase loyalty and increase the average spending of your customers. This isn't completely greed-driven -- the customers win too because the store is introducing them to new and better products, combinations, services, etc. they might not have known about otherwise. Everybody wins! ~Graham Hey Matt,

Essentially what you are talking about is Customer Relationship Management, or CRM. At its heart is the ability to mine a database and make connections that might not necessarily be readily visible without graphs, etc. The whole idea is, as you say, to find out what a customer has purchased before, decide based on that what they might like, and then give them an offer they can’t refuse.

The comparison I’ve used before is a grocery store. Say for example you find that an abnormally high number of people buy a certain cracker with a certain cheese. Obviously these people know something that not everyone does.

What you do then is give everyone who shops at your store who buys that certain cracker, but *not* that certain cheese, a special offer on the cheese. You talk about how well they go together, why not try it yourself, here’s a coupon, etc.

Obviously, you do the same with all the people who buy just the cheese and not the cracker.

The idea of course is that these people will try the combination, and based on your statistics from other customers’ buying habits, they will probably like it. Suddenly you are selling more of that cheese and more of those crackers. Best of all, they will remember subconsciously or otherwise that they learned about the combination at your store, and will likely out of habit go out of their way to buy that combination there. This of course helps increase customer loyalty.

You touched on it here: it cost a lot less to retain a current customer than find a new one. CRM is one way that you can help increase loyalty and increase the average spending of your customers. This isn’t completely greed-driven — the customers win too because the store is introducing them to new and better products, combinations, services, etc. they might not have known about otherwise.

Everybody wins!

~Graham

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