The Best ‘NEXT’ Campaigns

February 22, 2010
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So much time & money is spent on converting prospects into customers or members. We advertise on TV, the radio, print, & all over the web. The target of our campaigns is given a path to take to find our offer. Here are some tips to make your subsequent interaction a little more effective.

First, raise the level of intrigue or delight in your offer – it is a better way to attract people quickly.

Next identify where they originate from and acknowledge their arrival appropriately. So if someone found you because of an ad on TV, send them an email acknowledging the source. Think about assigning source codes to how you first met the recipient. This helps in your segmentation strategy down the road.

Now acknowledge people as they come in by talking to them contextually. Train your site and people to listen and then respond. Arm them with scripts so they can engage the recipient in a dialogue. If someone has come in to get the 22 tips on how to save…



So much time & money is spent on converting prospects into customers or members. We advertise on TV, the radio, print, & all over the web. The target of our campaigns is given a path to take to find our offer. Here are some tips to make your subsequent interaction a little more effective.

First, raise the level of intrigue or delight in your offer – it is a better way to attract people quickly.

Next identify where they originate from and acknowledge their arrival appropriately. So if someone found you because of an ad on TV, send them an email acknowledging the source. Think about assigning source codes to how you first met the recipient. This helps in your segmentation strategy down the road.

Now acknowledge people as they come in by talking to them contextually. Train your site and people to listen and then respond. Arm them with scripts so they can engage the recipient in a dialogue. If someone has come in to get the 22 tips on how to save – send them a message with that information. This is the start of a relevant conversation.

Finally, don’t just send them the information they requested. Ask them for a little more information. Engage them in a dialogue and then follow up with a ‘welcome stream’ of relevant messages.

Use each interaction to build up your knowledge about the recipient. Don’t just focus on a single channel. And, don’t forget to tie your social media channels into the marketing mix.

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