Nurture Loyalty

 
Once you have the address (mail or email) of a customer or a good prospect, you can use a nurture campaign (for prospects) or a loyalty campaign (for customers) to improve both your relationship and your sales. We provide a variety of tools to help you create effective, timely campaigns for nurture and loyalty. There is a workbook to help you manage all the tasks, a response-rate report to help you estimate your expected response, tools for creating a “campaign brief” and a “creative brief” to pin down the details of the campaign, a flowchart to provide an overview of the process, postcard templates, and diagrams showing layouts of emails and landing pages.
Tools & Templates
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Loyalty or Lead-nurture Campaign Workbook
Direct-mail campaigns can be complicated and difficult to manage, especially if there are many lists and multiple testing phases or if personal landing pages are used for responses. The “Project manager’s workbook” is an Excel spreadsheet that you can use to assign and track each task involved in a direct-mail lead-generation campaign.
Loyalty or Nurture Campaign Flowcharts
These two flowcharts show all the elements involved in a loyalty campaign (for existing customers) or a nurture campaign (for those in a database of prospects). One shows the steps in a print-only campaign, and the other adds the steps needed for an email component and personal landing pages.
Loyalty or Nurture Email Page and Web Diagrams
Jump-start the process of creating the internet part of your loyalty or nurture campaign with these diagrams. They show the basic elements of the personalized pages you are most likely to need for this type of campaign—email/newsletter, article page, contact-company page, and offer page—all personalized.
Loyalty or Nurture Personalized Postcard Template
A postcard is a cost-effective mailing piece to use in a loyalty or nurture campaign. We provide a time-tested basic format for you to follow in designing your personalized card.
Response Rate Report
How much does personalization increase direct-mail response? Everyone has an idea, but facts are hard to come by. This report, based on PODi’s database of hundreds of direct-mail projects, tells how much improvement has been experienced when using personalization in various types of campaigns.
Template for Campaign Briefs
The “campaign brief” is the document that will keep everyone on the same page as you put together a complex direct-mail program. We make it easy to assemble a campaign brief in either of two formats: as a table in Microsoft Word, or as a PowerPoint presentation.
Template for Creative Briefs
A “creative brief” is a tool keep your “creative” team members on the right track to deliver the look, feel, and message that the client had in mind. We make it easy to assemble a creative brief in either of two formats: as a table in Microsoft Word, or as a PowerPoint presentation.
Web Banner Ad Guidelines
Do your customers use Web banner ads to generate leads? Do you use them yourself? The specifications for banner ads are fairly simple, but they can be a mystery the first time through. We offer Marketing Operations members a handy one-page guide to banner-ad specs.
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