Deliver Marketing Best Practices

Best practices, expert campaign design & powerful creative ideas

We know that paying attention to small details can make a big difference to response rates. We follow our own best practices that provide incremental response.

Buying Agenda(s): We work with our clients to create a description of the buying agendas (pain points) that a prospect might have. In most cases, one or two factors will drive a specific prospect to buy even though the offer may offer multiple other benefits. Once the buying agendas are defined, then the specific offers and language that will be most appropriate for each buying agenda and sales cycle stage is assembled.

Sales Cycle Stage Identification: We concentrate on identifying where our clients' messaging and content fits within the three stages of the sales cycle. The first stage is satisfaction with the status quo. The second stage is questioning the status quo and the third stage is a commitment to change. The type of offer and message that people respond to will change depending where they are in this cycle.

Offer Taxonomy Framework: WebReply knows that offers must be relevant, current and ongoing. We created our offer taxonomy framework to drive ongoing context sensitive messaging. We know through experience that if our clients spend the time to properly populate this framework, the program will have a high rate of success. Our offer taxonomy describes the characteristics of each offer, buying agenda and messaging characteristics. Business rules are built into the framework to ensure the right offer is presented to any given action.

Delivery Best Practices: Even if you have the best content imaginable, it won’t matter if the message never reaches the recipient. To ensure spam filters don’t block our programs, WebReply “drips” emails, we never “blast” them. Companies in the email distribution business talk about email blasts and how many messages they can send per hour because they are paid based on how many emails they send. In contrast, our goal is to optimize the number of emails that are delivered to the right people and drive action that achieves our client’s business objectives. It is simply not possible to send lists at high speed without attracting the attention of network spam filters.