Best Practices:

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Best Practices

• Data-Driven Digital Marketing

Sandra Gudat, CEO Customer Communications Group
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situation overview

• 20 of promotions contribute to 80 ofthe
  return, but easily another 60 eat upthat value
  by reducing margins disproportionately to the
  revenue generated.
• Source RSR Research Study

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test, measure, refine
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integrate data
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segment, target and personalize for greatest
relevance
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execution the sweet 16
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execution email

• Recognizable from name
• Test shorter and longer subject lines as well as
  wording
• Optimize the message w/i the preview pane
• Key messages must be above the fold

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execution mobile

• Show respect, gain opt-in
• Ask for preferences on timing
• Keep it simple
• Use short codes as a call to action

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execution social media

• Establish a social media policy
• Keep the dialogue going
• Listen and be open to what youre hearing and
  respond
• Watch what people actually do
• Give something of value
• Be transparent

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execution social media
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www.customer.com