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A Face-to-Face Request Is 34 Times More Successful than an Email - HBR

A Face-to-Face Request Is 34 Times More Successful than an Email - HBR | The MarTech Digest | Scoop.it
From hbr.org - April 12, 2017 11:09 AM
Despite the reach of email, asking in person is the significantly more effective approach; you need to ask six people in person to equal the power of a 200-recipient email blast. Still, most people tend to think the email ask will be more effective.

In research Mahdi Roghanizad of Western University and I conducted, recently published in the Journal of Experimental Social Psychology, we have found that people tend to overestimate the power of their persuasiveness via text-based communication, and underestimate the power of their persuasiveness via face-to-face communication.

We found that people were much more likely to agree to complete a survey when they were asked in-person as opposed to over email. These findings are consistent with previous research showing that people are more likely to comply with requests in person than over email.
Marteq's insight:

Events, events, events...

 

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Email marketing in the age of social media - Marketing Land

Email marketing in the age of social media - Marketing Land | The MarTech Digest | Scoop.it
From marketingland.com - September 12, 2016 8:50 AM
Focusing on two separate marketing tools can be difficult, but email marketing and social media go hand in hand. Additionally, both social and email are affordable marketing strategies that produce high engagement and conversion rates.

Marketers should spend time developing strategies that play off both email and social to reap the combined benefits. Marketers can do this by cross-promoting key messages and top-performing content across all channels, social and email, to increase followers, subscribers and grow your brand.

Marketers need to balance the focus between email marketing and social media and use both marketing tools to complement, not compete with, each other. When that balance is achieved, you can maximize the effectiveness of your entire marketing program.
Marteq's insight:

2017 should be the year you start to move towards other means to communicate with your constituents other than email.

 

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Effective Direct Response Marketing: One-Shot vs. Campaign - Profs | #TheMarketingAutomationAlert

Effective Direct Response Marketing: One-Shot vs. Campaign - Profs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From www.marketingprofs.com - December 16, 2013 5:21 AM

Intermediate/ Digest...


The Direct One-Shot Approach

With this approach, you start off with a clear understanding of what problem you are solving. You then find out who your ideal clients are and you create a marketing piece to reach them. That marketing piece could be a letter, email, postcard, online ad, or print ad. The direct one-shot approach has some great benefits:

-- >  Revenue generated right away

-- >  Short time to turn ROI positive

-- >  Easy to use again and again

-- >  Know quickly whether it works or doesn't


The Two-Plus Step Approach (AKA, the Campaign)

With the campaign approach, your initial goal isn't to sell right out of the gate. Your primary focus is to get your ideal audience to join your list so that you can send them marketing messages over a period of time. The benefits of the campaign approach:

-- >  Can deliver a higher total ROI

-- >  Many opportunities to engage and sell to prospects

-- >  Ability to test and change many elements for a winning combination

-- >  Allows you to educate and build a deep relationship with prospects


You definitely want to keep in mind two considerations when deciding which approach to test first.

1. The cost of your product or service. The higher the price tag, the more educating you'll have to do. A higher price typically calls for the campaign approach.

2. Your ideal buyer. If you're selling an app to teenagers, it's unlikely that you'll need to put them into an autoresponder funnel and sell them on the benefits of it. It's something they likely know about already and want. All you need to do is direct them to the sales page and make it easy for them to buy.

 

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Marteq's insight:

And the answer truly is: it depends! My clients often run repeating emails, optimizing them with each mailing. And it works.


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Björn Gemmecke's curator insight, December 17, 2013 7:45 AM

david olgivy als guru für online-marketing. okay :-D

die sichtweise ist dennoch bedenkens-wert

 
cordelia stewart's curator insight, August 28, 2014 12:17 AM

Great article about the benefits of using each approach to engage consumers within you target market or initial database to increase sales through direct response marketing.
Nadhirah Aljffri's curator insight, September 30, 2014 7:57 PM

This article give out a good insight on what direct marketing is and on how to use it. The article give good advice and how to approach and also shows examples of the company that use it and how they do it. 
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