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The Harte Hanks Blog

The ONE Thing Retailers MUST Budget for in 2015

Everyone has that ONE big thing for 2015, but this thing has the potential to set you apart from your competition. That thing? Relevance-based marketing.

Sure, everyone knows what relevance is from a marketing perspective – really speaking to customers with the right offer, at the right time, in their preferred channel. You achieve this by leveraging their past behavior, preferences, and interests to serve up relevant content.

So, are you doing it?

Are you doing it effectively?

Are you ahead of your competition?

If the answer to any of these questions is “no”, then you should be planning to address it in your 2015 budget before your competitors do. Given that 41% of consumers are more likely to purchase from retailers that personalize email based upon past purchase behavior over non-personalized campaigns, it’s time to plan for relevance-based marketing.

If it seems overwhelming, it doesn’t have to be. You don’t need to boil the ocean. You just need to budget enough to test the waters and develop your business case. Start with two tried-and-true marketing channels – email and direct mail – where you can work with a handful of segments and personalization elements. It can get complicated fast, so design your pilot as a true test, where you can expand upon your learnings and outcomes to increase your relevance marketing, and budget, over time.

You likely already have most of the pieces in place – data, creative, segmentation, etc. – that you can leverage for a pilot. You can put them to use with some modifications to drive relevant marketing and meaningfully engage with your customers to boost revenue, loyalty and retention. Once you’ve built your business case based on the results of the pilot, you’ll be more prepared to include relevance-based marketing in your budgeting plans for the coming years. Moreover, your results will justify your ROI.

To understand more about taking the first steps towards dynamically relevant marketing, read the business case paper, “Dynamically Relevant Messaging for Retailers: A Case for the Business Case,” presented by Linda Clasen, Vice President, Retail Marketing Strategy and Insights.


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