Website & Marketing Technology

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Trigger-based Email and Website Marketing

From strategy to campaign ideation and campaign execution, we’ll help your communications and acquisition programs succeed.

We’ll track results to ensure you are getting a positive return on investment.
The campaigns we’ve run have hit or exceeded targets.

  • Achieved email newsletter open rates of 45% with click rates of 5%-30%.
  • Achieved online conversion rates of up to 25%.

Or we can help you create and run your own programs by using hosted software or selecting the best-of-breed solution.

Whether we’re creating a new program or refining an existing program, we’ll bring our usual tenacity and creativity to the table. We believe in strong calls-to-action, a simple communications hierarchy, and no clutter. Our creative is focused on converting people from uninvolved to committed.

 
We really like to track results. Some sample metrics we use are:
 

  • Open rates
  • Cost per click
  • Click through rates
  • Cost per lead
  • Cost per sale
  • Lift in renewal rates

 

Marketing Solutions Offered

 

Email image Email management
  • New customer acquisition
  • Prospect remarketing
  • Customer newsletters
  • Customer retention
Targeted Marketing Targeted marketing
  • Segmentation by profitability, demographic criteria, psychographic factors
  • Targeting based on behavior, demographic, or lifestyle
Target-Based Offers Trigger-based offers
  • Identifying hot leads – and giving them a targeted offer
  • Time your cross-sell opportunities for your customer base – with changes in their address, with their transactions, and other factors
  • Use available lists to identify customers who are particularly responsive to your offers, based on their recent behavior

 

Case Study: American Express

  • Situation

    • American Express traditionally sent millions of pieces of mail and email with different product offers.
    • The offers were not strategically or oportunistically timed
    • This was becoming more expensive and less effective
  •  

    Solution

    • Created trigger-based marketing capability for American Express
    • Based on the charges a customer made, targeted offers were immediately made
      a. Online
      b. Via email
      c. Via call center
      d. Via mail
    • A/B testing of offers
    • Significant technology development to shorten cycle time
    • Organizationally significant effort – to work across 4 independent business units and 20 teams to create change
    • Implemented process changes, job training, and organization changes to accompany technology improvements

 

 

Explore your opportunities for targeted marketing by calling us on 917.921.8009 or email us on Ideas@BendingBrook.com.

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