Things have changed. I remember 4 years ago I ran my first eDM. The results amazed me – 1st pass 3% response rate!
We did our research well. We had really insightful messages, insightful, clean data that came from a well managed source.
But 3 years on and the same method just isn’t working. Despite my best efforts a client insisted on executing an email campaign. On cross checking their data it seemed accurate and the message and response mechanism seemed strong. But the results were less than great. 0.2% response rate.
Was everyone out? The message was tweeked and resent. 0% response!
There’s definately a lesson to be learnt here. Whilst email marketing may not be dead it certainly it NOT the ‘stand alone’ marketing channel that it once was.
If you’re contemplating a digitial lead generation campaign it might be worth considering all the social channels for your message as well as the more direct email approach. If the messages tally up your stregthening your position to the target market. The old landing page campaign might still work for high value thought leadership give aways or key event registration but for smaller marketing budgets registration pages on landing pages present something of a barrier. You’re much better off campaigns to smaller groups, watching the stats then doing a follow up based on the number of visitors or downloads.
This integrated approach to digitial marketing is certainly seeing some increase in marketing performance.