Make no mistake about it.
We’re only human. We’re destined to fail, to fall, to figure it out after we gone back to the drawing board and broken it all down only to begin again. We learn through our mistakes, we own them, understand them and leave them in the the past as references to where it went wrong before we were able to right the ship.
As the title suggests, campaign errors are commonplace in the world of digital marketing, but they don’t always have to be. Through the proper understanding and utilization of best practices, the errors of our ways can be minimized to maximize success with FetchRev.
You’re Late for a Very Important Date
Connecting with your target audience takes a combination of sending the right message at the right time, and if you’re missing the latter, your campaign’s success will take a major hit. Before launching a campaign, it’s important to consider both the time of day and week, and the frequency in which you email your list. As a general rule, weekdays are a better option than weekends, and mid-morning is preferable to extraordinarily early or late—but your best bet is always to consider the lifestyles of your customer base. In terms of frequency, you don’t want to bombard your recipients with email, but you should never go MIA either. Setting up a marketing calendar is the perfect solution for planning out your email marketing strategy ahead of time and ensuring that you’re not sending too much or too little.
Check Your Sensitivity Chip
At FetchRev, we’ve seen it all. From rejected requests to run 9/11 tanning specials to Martin Luther King Day kids mini-golf, even the most well-intentioned of ideas can run the risk of rubbing your clients the wrong way. Before you decide on a theme for an offer your want to build yourself or have our creative staff construct, ask yourself how your clientele will react first. Realize that building a campaign that revolves around a tragedy or the remembrance of a national hero can be insensitive in the eyes of others causing lackluster results, loss of clients or even negative public reaction expressed online. In short, there are better ways to frame a campaign. A Martin Luther King mini-golf offer can easily be rebranded as a “Three-Day Weekend Tee Off” event, thereby avoiding the raising of eyebrows while still reaching the parents of—or kids themselves to spend their day off and money at your place of business.
Less is More
Like a kid in the candy store, sometime our eyes are bigger than our stomachs. As appetizing as it may be to overload your offer with an abundance of sale priced services, for the consumer such a strategy proves to be overwhelming and ultimately overkill. As detailed by Kissmetrics.com, clients make a conscientious decision to focus on which service they’re most interested in, then they make their decision on whether or not to purchase. Too many options leads to exhausted energy on the way to too many decisions which potentially result in fewer sales made. As a best practice, we recommend keeping a multiple-option offer somewhere in the vicinity of 2 to 4 options to simplify the purchasing process and keep your customers in tune with what you have to offer.
Devin Pangaro, FetchRev Senior Digital Content Manager