Many successful etailers have amassed enormous databases of past customers. Largely the only form of CRM is email marketing due to a perception of high costs from other channels.
One of the great things about digital advertising is the fact that everything can be tracked. From a unique click to a new customer. This ensures that the ROI of the target can be analysed and that the marketing department can prove that the campaign was a profitable exercise.
So let’s set the scene, you’re a digital advertiser. You have a strict ROI to hit, have multiple channels switched on and a boss cracking the whip and demanding that you increase sales.
We have spoken in a previous article about the advertising mail discount available from the Royal Mail for Direct Mail campaigns and the article can be found here. This in summary is a big discount for mail pieces applied where the recipient does not expect the mail piece.