A Well-Timed Text, E-mail Combo Reaps Response

A well-timed combination of text and e-mail pitches is a great way to maximize marketing impact, suggests a recent Direct Marketing News article by John Brogan, founder of Global IntelliSystems. He advises delivering time-sensitive messages first in a call-to-action text message (a buy-now stock tip or a retail discount notice, for example). A text is more likely to cut through the digital noise and trigger interest than an e-mail given the daily e-mail flood. Once attention is captured by a targeted text, marketers can follow up with an e-mail giving in-depth information on why and how to take action, with links to website or social pages. But timing is everything, so messaging needs to be calibrated to the recipient's time zone and preferred message-receipt timing based on data analysis and testing. Brogan gives the example of a brokerage client who, using data that highest open rates for its target market occurred 9:30 to 10.30 a.m., delivered first a 9:25 a.m. text message and then a 9:45 a.m. follow-up e-mail. Click-throughs and sales soared. Of course, a note of caution is in order: A frenzied flurry of text and e-mail jabs can actually knock out customers as excessive messaging reaps unsubscribes. For more tips on combining text and e-mail effectively, go to http://www.dmnews.com/the-value-of-timing-when-to-send-email-and-text-messages/article/334552/

Survey Finds Marketers Bullish on Big Data

Marketers are pretty united in their positive attitude about the opportunities of "Big Data." According to a 2013 survey of marketers from the Direct Marketing Association (DMA), data-driven marketers are generating increasingly profitable returns and are bullish on marketing programs based on Big Data. The DMA's “Quarterly Business Review” for the third quarter of last year, developed in partnership with Winterberry Group, surveyed 220 marketers and found that 75.4% expressed confidence about data-driven marketing, with 49.5% “strongly agreeing” that marketing informed by data is positioned to expand in the months ahead. See the report summary at http://adage.com/article/btob/marketers-report-strong-data-oriented-results/290866/?btob=1