Crafting Your Marketing Message
In This Chapter
Getting people to pay attention to your message
Using digital technology to your advantage
Using images in your messages
Using customer profiles to customize messages
Much of this book focuses on the mechanics of database marketing tactics. I talk a great deal about analyzing data to identify target audiences and measure results. But the customer data that underlies all this analysis can also be helpful in crafting the messages that you want your customer to hear.
In this chapter, I talk about using what you know about customers to make your communications more relevant. Given the current state of technology, it’s possible to craft communications that are highly customized and personalized to individual customers. This personal touch helps immensely in getting your message heard.
Getting Your Message Heard
The first step in getting a customer to respond to your marketing communication is getting them to pay attention to it. This is actually a two-step process. It has to first avoid the recycling bin. Next it has to be read. ...