context
Nowadays, the market environment in most industries is growing more and more competitive. Unhappy customers are more likely to leave and new customers are more difficult to convince. Establishing and maintaining a good customer relationship is fundamental to every company's business. The need to maximize customer's profitability is also imminent.
Marketing campaigns and research help companies in all industries to increase customer profitability, providing the right information at the right time. Market and customer segmentation enables companies to deliver customised information to their target markets, and thus reducing the campaign's cost. An important asset, given the higher pressure that weighs on marketing departments to improve response rates and profits for each campaign they undertake.
key considerations
Developing a successful marketing campaign relies on several attributes, but most importantly on:
- fine-tuned segmentation: a good marketing campaign resides in sending the right information to the right customer, which often means not overloading customers with information they have no use for. Performing good customer segmentation thus increases the campaign profitability.
- adequate campaign follow-up: for each initiated campaign, a follow-up of customers' replies should be performed. Keeping track of all responses will help performing better segmentation for future initiatives. It also allows targeting customers with more tailored and detailed information, which increases both customer satisfaction and profitability.
