» Think Tank » blog » Email Marketing » One to One Communications Offers Increased ROI

One to One Communications Offers Increased ROI

By Chelsea Junget

In tough economic times, many companies move to cut costs and some of the first expenditures on the chopping block are marketing communications. Instead of cutting marketing communications budgets, it’s time to think strategically and reassess your plan – studies have shown that companies who increase advertising and marketing efforts enjoy a higher return on investment (ROI) than companies who decrease these efforts during difficult times.*

So what do you do?

Make sure your efforts are targeted. Don’t waste time or money producing messages that are not reaching your targets.

1 to 1 communications are a great way to produce targeted, personalized customer messages. 1 to 1 communications use information from your databases to create compelling and coordinated messages across print, email, and web pages. Of course, you want to be able to track effectiveness. 1 to 1 communications programs allows you to see exactly with whom your campaign is resonating.

So what is 1 to 1 communication? A customized direct mail or email is sent personalized with the recipient’s information from your database. It directs the target to visit a personal web landing page – i.e. janesmith.yourwebsite.com. Once the target visits their web landing page, they receive an email response – another opportunity to create a personal connection. Behind the scenes, a dashboard provides live, accurate campaign data and statistics for ROI analysis.

1 to 1 communications help you connect on a personal level with your targets and create warm leads to pass to your sales force.

*”Advertising during a recession,” Direct Marketing. September 9, 1991

Related content:

1. Generate Warm Leads with Compelling Offers
2. Lead Generation Success Story: Triggered Emails
3. Interactive Marketing Will Grow – Is It Right For You?

Tags: lead generation, marketing communications, one to one, what's new in marketing

---

Comments are closed.