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8 Findings to Help You Achieve Double Digit Results with Socially Responsible Opt-In Marketing By Ernan Roman This economy has profoundly changed buyer’s priorities and expectations. I would like to share 8 new findings from our Voice of Customer Relationship Research which will help you improve the effectiveness of your marketing in these challenging times. These findings are based on recent Voice of Customer research conducted with both consumer and business buyers. 8 Insights Regarding the Current Environment Following are 8 important insights based on recent Voice of Customer research with business and consumer buyers regarding the current economic environment: Disposable income / budgets are continuing to shrink. Consumer confidence continues to decline. Given these factors, expectations of a quality customer experience have significantly increased. In this prolonged tough economy, people have come to expect a decent level of Customer Satisfaction. This is viewed as a minimum competency and no longer differentiates a company. Customer Engagement and Relationship have become the powerful new factors which impact likelihood to remain a customer and re-purchase. Relationship strength has 12 times more influence on retention and repeat purchases than Satisfaction. For additional information, click here. Expectations for proactive customer engagement and targeted / relevant communications have increased. Willingness to opt-in and self profile preferences to enable companies to send targeted communications and offers is at an all time high. Companies that engage in Opt-In based relationships are viewed as being more socially responsible than competitors. Unique Opportunity for Marketers The combination of tough economy and increasing consumer demands provide a unique opportunity for marketers to shift from traditional “Spray and Pray” marketing blasts to more effective and socially responsible Opt-In driven communications and relationships. Per the results of the innovative companies listed below, these Opt-In strategies result in significantly improved marketing ROI and consistent double-digit response rates. However, this requires a profound shift in thinking. Marketers need to change traditional “push marketing” practices and instead, respect customers and prospects by asking them to Opt-In and define their unique requirements in response to meaningful value propositions presented by the marketer. As a result of this dialogue, customers populate your opt-in database with uniquely detailed, actionable information. 4 Steps for changing to Opt-In driven marketing: Use Voice of Customer Research to understand your customer’s requirements for deeper engagement and willingness to Opt-In and self-profile their preferences. Develop voice of customer driven programs to engage your customers to Opt-In and self-profile: their needs, decision making process, offer, message, timing, and media preferences. Use this detailed information as the basis for your uniquely accurate, proprietary Opt-In database. Deploy multichannel communications which are targeted per the individual, Opt-In preferences of your customers. This process requires operational precision in managing offers and communications per individual customer requirements. Given marketers traditional reliance on “Spray and Pray” marketing, this will initially be challenging. However, the payoff will be your ability to: Achieve consistent double-digit response rates Change the customer experience: From unsolicited communications that may have little relevance To…solicited communications that arrive with the expectation of value. Important reminder: Opt-in is not about passively agreeing to receive e-mail. It’s about actively opting-in to a relationship and self-profiling customer’s preferences and aversions. Results You Should Expect You should expect to generate significant increases in response and consistent double-digit response rates. Examples of results achieved by innovative clients include: Microsoft: Small Business+ Relationship Strategy: Exceptionally high opt-in rates; 40% to 70%+, worldwide Click-through rates up to 75% Spending by members significantly exceeds non-members Progressive Hydraulics, Inc.: Results surpassed all previous baselines: 10x increase in qualified attendees to lead generation events 63% New leads, contacts and locations 82% Opted-In to receive the PHI e-newsletter. AmieStreet.com: Within the first 90 days of implementing VOC-research driven strategies: 16% increase in new customers 16% increase in repeat purchases 13% increase in on-site sales 75% increase in newsletter-driven sales. The time is right to shift from traditional, inefficient “Spray and Pray” blasts to more effective, Opt-In driven marketing which generates consistent double-digit response rates and increased customer lifetime value. Resources For You Receive our widely read Relationship Marketing Insights newsletter which contains industry best practices and case studies. 7 Marketing Mistakes to Avoid White Paper 7 Marketing Mistakes You Need to Avoid. 14 Tips for Success White Paper 14 Step Checklist For Implementing Breakthrough Relationship Marketing and Integrated Marketing Programs. Complimentary Consultation We would like to assist you by providing a complimentary, no obligation consultation. New Relationship Marketing Case Studies/ Tips for You With best wishes, Ernan Roman President Ernan Roman Direct Marketing 718.225.4151 ernan@erdm.com www.erdm.com Ernan Roman Bio: Ernan Roman is President of the marketing consultancy, Ernan Roman Direct Marketing, (ERDM). He is one of the leading authorities in Customer Relationship Marketing and recognized as the industry pioneer who created the Integrated Direct Marketing and Opt-In Marketing methodologies. He was named to “B to B’s Who’s Who” as one of the “100 most influential people” in Business Marketing by Crain’s B to B Magazine. He is also the co-author of “Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing” and author of “Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales”. ERDM provides marketing consulting services for innovative Fortune and Small / Medium companies. Clients include Microsoft, NBC, Walt Disney, Reliant Energy, Bio-Rad Laboratories, Hewlett-Packard, IBM, United States Postal Service, AmieStreet.com, Progressive Hydraulics, Inc., and Starwood Hotels.

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