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Targeted Internet Marketing
In Internet Marketing, targeted small lists are the key to success.
The better the group or list is targeted, the greater will be the chances of a high response rate.
In the first stage of a multi-phase Internet Marketing campaign, the results will typically lie in the ranges 1% to 4%, or 5% to 12%,
according to the relevance of the message for the group you have targeted.
With each follow-on eMarketing action, smaller groups will respond. Yet at the same time, this is where you'll see the highest response rates.
An initial internet marketing campaign to tightly targeted contacts should offer fast and simple interaction. Each progressive step in the
dialog should filter out a few more contacts. After all,that's the whole purpose of qualification.
Those who stay enjoy a meaningful interaction on a subject that is of genuine interest to them. These are the contacts that we want to
identify for lead generation campaigns.
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Experiences of list sizes
It's not the absolute size of the list that counts - it's the relative size (e.g. the list size as a percentage of the total contact database).
The diagram shows the results of 485 eMarketing campaigns conducted for lead generation, consolidated down to 60 data points.
(The vertical scale is shown logarithmically.)
The majority of projects with response rates higher than 20% were - almost without exception - the latter phases (3rd, 4th, 5th phase)
of multi-phase highly targeted Internet Marketing campaigns.
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There are two vital skills to acquire
- Knowing how to collect the right information about your contacts: so that you can build accurately targeted lists and groups for your
internet marketing campaigns
- Knowing what to say when: the optimal sequence of offers and information requests for data collection, contact qualification
and lead generation
And that's where Ansaco's in-depth experience of 4.000 internet marketing projects comes into play.
Learn more about Ansaco's expertise in the design of targeted Internet Marketing campaigns
To find out how we can help your company to greater internet marketing success,
please email: eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
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| Ansaco Profile |
Ansaco supports Business-to-Business organisations with consulting, coaching, training and knowledge transfer in Online Marketing.
We can show your Marketers how to develop effective and automated processes for
identifying and qualifying contacts; for demand and lead generation; and for improving the effective delivery of qualified leads
to sales teams throughout the B-to-B selling cycle.
Our Principal Consultant, Andrew Sanderson, has over 20 years experience of:
• B-to-B and the complex sale
• Communications strategy
• Campaign design and roll-out
• Internal processes and optimisation
• the Head Office role
• Supporting subsidiaries
From our offices in Heidelberg (Baden-Wurttemburg), Germany, we support clients in Germany, the Netherlands, UK, Switzerland
and other countries in Europe.
To find out how Ansaco's international expertise and consulting services can help your organisation, please contact us today
by telephone: +49 (0)6221 6568 475 or email: andrew.sanderson@ansaco.de
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