Determine exactly how your business constraints will affect contact strategies and overall program success.
Which changes will produce the results you want? Use scenario analysis to find out. In fact, you can define alternate scenarios within each optimization project. And each scenario can have different,marketing costs, business objectives and contact policies. Once you have specified constraints, you can optimize multiple scenarios, then review and compare outputs to determine which scenario will get the best results.
Think you’re business rules and constraints are more of a hindrance than a help? They don’t have to be. Effectively maximizing your constraints and rules can save you money on things like direct mail, promotional flyers and even your email creative. And that means you can actually do more with less marketing budget. Optimizing your contacts also helps you reach other goals, like sending the most relevant and profitable offers to the right customers. Bottom line? A happy finance department, a happy marketing department, happy customers and more time to focus on more of your strategic initiatives.
The days of one-size-fits-all marketing are gone. You must know which constraints drive the most success – and which ones limit it. By setting and adhering to corporate, organizational and departmental contact strategies all at once, you can avoid over-contact, saturation and ultimate customer disillusion. This sort of information can enhance your corporate contact strategy to ensure that your offers are anticipated, relevant and personal every time – not just when you get lucky.