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Nat
iona
l Sem
inar
s Gro
upX
SCM
2 • A
Div
isio
n of
Roc
khur
st U
nive
rsity
Con
tinui
ng E
duca
tion
Cen
ter,
Inc.
Cre
ativ
e D
irect
Mar
ketin
g St
rate
gies
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
The
Law
s of
Dire
ct M
arke
ting
The
foun
datio
ns fo
r suc
cess
■D
on’t
assu
me
--te
st■
Cle
ar si
mpl
e co
mm
unic
atio
n■
Easy
■R
espe
ct■
Del
iver
val
ue
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Wha
t is
Dire
ct M
arke
ting?
■A
LL d
irect
mar
ketin
g ge
nera
tes a
dire
ct re
spon
se
(inqu
iry, c
lick,
sale
, etc
.). W
ithou
t a d
irect
re
spon
se, i
t ain
’t di
rect
mar
ketin
g!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Cre
atin
g a
Prof
itabl
e M
arke
ting
Stra
tegy
■W
HO
? K
now
you
r mar
ket b
y se
gmen
t, pr
oduc
t ne
ed/w
eakn
ess,
desi
re/”
pain
poi
nt”
■W
HY
YO
U?
Kno
w y
our c
ompe
titio
n by
vul
nera
bilit
y
■W
HA
T do
they
wan
t/nee
d? K
now
you
r cus
tom
er
■R
ELEV
AN
CY
Kno
w y
our n
iche
dow
n to
the
segm
ent
■H
OW
Kno
w y
our m
arke
ting
mes
sage
, med
ium
s
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Cre
atin
g a
Prof
itabl
e M
arke
ting
Stra
tegy
, con
tinue
d■
RES
OU
RC
ES K
now
wha
t stra
tegi
es a
nd ta
ctic
s you
can
ac
tual
ly e
xecu
te■
GO
ALS
Tot
al sa
les,
gros
s pro
fit, s
ales
per
sa
lesp
erso
n/pe
r pro
mot
ion
$ sp
ent,
units
, cus
tom
ers
acqu
ired,
cos
t per
ord
er, a
vera
ge o
rder
val
ue, l
ifetim
e va
lue
per c
usto
mer
, etc
.
■B
UD
GET
Kno
w y
our m
arke
ting
budg
et: w
hat y
ou c
ansp
end
defin
es w
hat y
ou c
an d
o
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Take
a M
omen
t …
■Y
our m
arke
t by
segm
ent,
prod
uct n
eed/
wea
knes
s, de
sire
■Y
our c
ompe
titio
n by
vul
nera
bilit
y■
You
r cus
tom
er a
s “w
ho,”
“w
hat,”
and
“w
ant”
■Y
our n
iche
dow
n to
the
segm
ent
■Y
our m
arke
ting
mes
sage
by
feat
ures
/ben
efits
, USP
, so
lutio
ns■
You
r mar
ketin
g m
ediu
m(s
)
Tak
e a
mom
ent t
o jo
t dow
n th
ree
to te
n w
ords
de
scri
bing
eac
h of
the
follo
win
g:
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Hit
the
Targ
et
Dev
elop
Seg
men
tatio
n A
ppea
l
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Rea
chin
g yo
ur ta
rget
■Id
entif
y th
e sa
les a
nd p
rofit
pot
entia
l of y
our
targ
et m
arke
t –si
ze, g
row
th, n
eed
(pai
n po
int).
En
sure
you
r cho
sen
targ
et m
arke
t is w
orth
y of
yo
ur fo
cus!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Effic
ient
ly re
achi
ng y
our t
arge
ts
■R
each
ing
your
targ
et m
arke
t•
Bro
ad re
ach
vs n
arro
w fo
cus
•Se
lf –
sele
ctio
n vs
iden
tifia
ble
nam
es•
Brie
f (le
ad g
ener
atio
n an
d im
puls
e) v
s In-
Dep
th (d
irect
sa
le a
nd c
onsi
dere
d)
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Pare
to’s
80%
/20%
Rul
e■
Iden
tify
the
20%
that
are
con
tribu
ting
mos
t of
your
pro
fits
■D
isco
ver t
heir
char
acte
ristic
s/be
havi
or■
Find
oth
ers w
ho “
look
like
” yo
ur g
old
cust
omer
s
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
SWO
T IT
!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Plan
ning
For
Mar
ketin
g
.
.
. .
c
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Mot
ivat
ing
By
Emot
ion
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
How
impo
rtan
t is
emot
ion
to th
e se
lling
pro
cess
?
Whe
n em
otio
n an
d in
telle
ct c
ollid
e, e
mot
ion
win
s ev
ery
time.
-Her
sche
ll G
ordo
n Le
wis
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
7 K
ey E
mot
iona
l Driv
ers
that
C
hang
e H
uman
Beh
avio
r■
Fear
■G
reed
■A
nger
■Ex
clus
ivity
■Sa
lvat
ion
■Fl
atte
ry■
Gui
lt
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Test
ing
■Te
st w
hat i
s mos
t lik
ely
to im
prov
e re
spon
se ra
tes
and
prof
its•
Off
ers –
ever
y as
pect
is a
pot
entia
l driv
er o
f hig
her o
r lo
wer
resp
onse
•C
reat
ive
–co
py p
ositi
on, h
eadl
ines
, etc
. •
Don
’t te
st a
nyth
ing
you
cann
ot ro
ll ou
t with
!
■Te
stin
g St
rate
gy•
Prac
tice
C.A
.N.I.
–A
lway
s tes
t som
ethi
ng!
•U
se tr
acki
ng c
odes
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
The
impo
rtan
ce o
f you
r offe
r
If y
ou w
ant t
o dr
amat
ical
ly in
crea
se y
our
resu
lts,
dram
atic
ally
impr
ove
your
off
er.
-Axe
l And
erss
on
The
rig
ht o
ffer
shou
ld b
e so
att
ract
ive
that
onl
y a
luna
tic w
ould
say
“no”
.-C
laud
e H
opki
ns
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Uni
que
Selli
ng P
ropo
sitio
n …
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
A.I.
D.A
. ■
Atte
ntio
n■
Inte
rest
■D
esire
■A
ctio
n
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Prov
en S
trat
egie
s fo
r Com
pelli
ng
Cop
y■
Focu
s on
spec
ific
bene
fits,
not g
ener
aliti
es■
Add
ress
the
pain
poi
nt a
nd so
lve
thei
r pro
blem
■U
se a
ctiv
e te
nse
to g
ener
ate
actio
n an
d in
volv
emen
t!■
Enga
ge e
mot
ions
; get
them
exc
ited!
■M
ake
them
cur
ious
to fi
nd o
ut m
ore
■W
rite
one-
to-o
ne a
nd li
ke y
ou ta
lk n
atur
ally
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Prov
en S
trat
egie
s fo
r Com
pelli
ng
Cop
y co
ntin
ued
…
■Ea
ch p
hras
e sh
ould
mak
e th
e re
ader
/list
ener
wan
t m
ore:
The
onl
y jo
b of
a h
eadl
ine
is to
get
the
first
se
nten
ce re
ad; t
he o
nly
job
of th
e fir
st se
nten
ce is
to
get
the
seco
nd se
nten
ce re
ad a
nd so
on.
■Em
phas
ize
wor
ds th
at se
ll –
e.g.
free
, new
, dre
am,
fun,
mon
ey, s
ave,
etc
. De-
emph
asiz
e w
ords
that
ar
e sc
ary
–co
mm
itmen
t, lia
bilit
y, o
blig
atio
n, c
ost,
etc.
■C
all t
o ac
tion;
giv
e a
reas
on to
resp
ond
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Abo
ve a
ll….
“Whe
n yo
u ch
oose
wor
ds a
nd p
hras
es fo
r fo
rce
com
mun
icat
ion,
cla
rity
is p
aram
ount
. D
on't
let a
ny o
ther
com
pone
nt o
f the
co
mm
unic
atio
ns m
ix in
terf
ere
with
it.”
-Her
sche
ll G
ordo
n Le
wis
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Incr
easi
ng R
eada
bilit
y —
The
Serif
Fon
t
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Add
ition
al T
ypef
ace
“Rul
es”
■In
prin
t, re
sear
ch*
show
s ser
if is
5 ti
mes
mor
e re
adab
le
than
sans
serif
. Don
’t us
e sa
ns se
rif in
bod
y co
py!
■R
esea
rch
show
s com
preh
ensi
on o
f rev
erse
type
is n
ear
ZER
O. D
on’t
use
reve
rse
type
for a
ny c
opy
that
mat
ters
or
is lo
nger
than
a fe
w w
ords
.■
Col
ored
type
and
col
ored
bac
kgro
unds
are
show
n to
redu
ce
com
preh
ensi
on. U
se th
em sp
arin
gly.
*Col
in W
heild
on, T
ype
& L
ayou
t: H
ow T
ypog
raph
y an
d D
esig
n C
an G
et Y
our M
essa
ge A
cros
s—O
r G
et in
the
Way
. Ba
sed
on a
nin
e-ye
ar st
udy
into
the
read
abili
ty a
nd p
erce
ptio
n of
var
ious
typo
grap
hic
elem
ents
.
XSC
M2
• A D
ivis
ion
of R
ockh
urst
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vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
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atio
nal S
emin
ars G
roup
The
Font
Rul
es fo
r Web
Typ
e ■
Bod
y co
py sh
ould
be
eith
er•
A h
igh,
legi
bilit
y co
mm
only
ava
ilabl
e (o
n m
ost
com
pute
rs) s
ans s
erif
(like
Aria
l) or
•A
serif
font
des
igne
d fo
r the
web
like
Geo
rgia
.•
Rea
lly sm
all t
ype
is m
ore
legi
ble
in sa
ns se
rif
XSC
M2
• A D
ivis
ion
of R
ockh
urst
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vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
The
Stra
ight
Sca
n
XSC
M2
• A D
ivis
ion
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ockh
urst
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vers
ity C
ontin
uing
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catio
nC
ente
r, In
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atio
nal S
emin
ars G
roup
The
“Z”
Scan
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
If th
is is
a d
irec
t re
spon
se a
d:
Wha
t’s m
issi
ng?
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
2005
Dire
ct M
arke
ting
Driv
en
Sale
s an
d R
OI
S
ourc
e: T
he D
irect
Mar
ketin
g As
soci
atio
n
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Dire
ct M
ail C
halle
nges
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
How
to e
xcee
d th
e av
erag
e 1%
-2%
re
spon
se ra
te…
.■
Inte
grat
ed M
ulti-
chan
nel M
arke
ting
–co
nsis
tent
m
essa
ges a
nd c
reat
ive
acro
ss m
ultip
le c
hann
els
lifts
resp
onse
hig
her t
han
indi
vidu
al c
hann
els
■Se
ll m
ore
to e
xist
ing
cust
omer
s rat
her t
han
hunt
ing
for n
ew c
usto
mer
s■
Pers
onal
izat
ion
–no
t jus
t a sm
atte
ring
of th
e in
divi
dual
’s n
ame,
but
trul
y pe
rson
aliz
ing
to th
eir
expe
rienc
e
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Dire
ct M
ail E
nvel
ope
Exam
ple
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Dire
ct M
ail
Lette
r Ex
ampl
e
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Cat
alog
s■
Spec
ial d
isci
plin
e of
dire
ct m
ail –
grap
hics
and
m
erch
andi
se le
ads;
cop
y fo
llow
s■
Cat
alog
Hot
Spo
ts•
Fron
t and
Bac
k C
over
–se
t the
stag
e•
Insi
de F
ront
Cov
er –
wel
com
e, sp
ecia
l off
ers
•C
ente
r Spr
ead
(sur
roun
ding
ord
er fo
rm)–
impu
lse
item
s•
Insi
de B
ack
Cov
er –
stro
ng o
ffers
for b
ack
to fr
ont r
eade
rs
■H
eft m
atte
rs in
the
mai
lbox
!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Cat
alog
Cov
erEx
ampl
e
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Inse
rts
■Pa
ckag
e in
serts
■St
atem
ent s
tuff
ers
■C
o-op
inse
rts■
Car
d pa
cks
■B
low
-ins
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Pack
age
Inse
rt S
ampl
es
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Pack
age
Inse
rt
Sam
ples
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
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atio
nal S
emin
ars G
roup
Dire
ct R
adio
■Fe
wer
opt
ions
than
DR
TV, b
ut lo
wer
cos
ts■
Prod
uct m
ust l
end
itsel
f to
an e
asy
aura
l ex
plan
atio
n■
Prer
ecor
ded
spot
s allo
w y
ou m
axim
um c
ontro
l ■
Freq
uenc
y is
key
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
DR
TV■
Spot
s30
, 60,
90,
or 1
20 se
cond
s
■In
fom
erci
als
28 M
inut
es
■H
ome
Shop
ping
Cha
nnel
s
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
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atio
nal S
emin
ars G
roup
DR
TV –
Can
it m
ake
sens
e fo
r yo
ur p
rodu
ct o
r bra
nd?
■Ea
sily
dem
onst
rabl
e be
nefit
s■
Test
imon
ials
•lo
ts o
f the
m•
spec
ifici
ty se
lls
■Fi
ve to
one
ratio
of p
rice
to c
ost o
f goo
ds
■H
ow ri
gidl
y yo
u ap
ply
this
rule
dep
ends
on
fact
ors u
niqu
e to
you
r bra
nd’s
goa
ls.
•10
0% D
irect
Res
pons
e or
driv
ing
reta
il sa
les a
s wel
l?•
How
stro
ng is
you
r bac
k en
d? D
o yo
u ha
ve a
solid
con
tinui
ty o
r ca
talo
g pr
ogra
m?
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
As
With
Any
Oth
er M
edia
…N
ot e
very
pro
duct
line
and
cus
tom
er b
ase
are
suite
d to
DRT
V or
DR
radi
o!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Wha
t is
the
mos
t effe
ctiv
e dr
iver
of
web
traf
fic?
Off
line
pro
mot
ions
–di
rect
mai
l, D
RTV
, spa
ce
ads.
Off
line
pro
mot
ions
driv
e di
rect
traf
fic to
web
si
tes,
land
ing
page
s, an
d se
arch
eng
ines
.
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Web
site
con
vers
ions
■A
vera
ge e
Com
mer
ce c
onve
rsio
ns a
re 3
%■
But
…
•16
% o
f eC
omm
erce
site
s hav
e <
1% c
onve
rsio
n•
18%
con
vert
bet
wee
n 1%
-2%
•14
% c
onve
rt b
etw
een
2%-3
%
■Th
ere
are
impr
ovem
ents
to b
e m
ade!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
How
to im
prov
e w
eb s
ite
conv
ersi
ons
■C
lear
cal
l to
actio
n –
sign
up,
ord
er, r
egis
ter,
etc.
■Ea
sy to
nav
igat
e an
d fin
d w
hat I
wan
t qui
ckly
■Tr
ust/S
ecur
ity c
once
rns a
ddre
ssed
–Sc
anA
lert,
V
eris
ign,
BB
B■
A/B
test
ing
of e
very
thin
g fr
om la
yout
s to
copy
po
sitio
ns to
pho
tos.
But
–te
st o
ne th
ing
at a
tim
e!
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Shop
ping
Car
t Aba
ndon
men
t: yo
u dr
ove
them
to th
e w
eb b
ut…
■G
ettin
g so
meo
ne to
you
r site
, and
put
item
s in
thei
r car
t is
not e
noug
h. T
hey
mus
t act
ually
mak
e th
e pu
rcha
se a
nd
subm
it th
eir c
art!
■O
ver 5
0% o
f car
ts a
re a
band
oned
. And
30%
of m
arke
ters
do
n’t e
ven
know
thei
r aba
ndon
rate
!■
The
mos
t res
olva
ble
com
mon
reas
ons f
or a
band
oned
sh
oppi
ng c
arts
:•
Forc
ing
acco
unt r
egis
tratio
n to
buy
•Ex
cess
ive
ship
ping
rate
s; sh
ippi
ng d
iscl
osed
too
late
in th
e pr
oces
s•
Long
or c
ompl
ex c
heck
out p
roce
ss: f
ewer
step
s = m
ore
sale
s
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Shop
ping
Car
t Aba
ndon
men
tco
ntin
ued
.....
■A
dditi
onal
Tip
s:•
Use
a p
erpe
tual
shop
ping
car
t–
Emai
l the
car
t con
tent
s rig
ht a
way
with
a d
isco
unt t
o co
me
back
and
buy
with
in 4
8 ho
urs
–Em
ail a
few
day
s bef
ore
the
perp
etua
l car
t exp
ires
•O
mit
navi
gatio
n fr
om sh
oppi
ng c
art –
keep
shop
per
focu
sed
on th
e m
atte
r at h
and!
•Po
p-up
on
exit
with
dis
coun
t to
com
plet
e th
e pu
rcha
se
NO
W
XSC
M2
• A D
ivis
ion
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ockh
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vers
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ontin
uing
Edu
catio
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nal S
emin
ars G
roup
Sear
ch M
arke
ting
■A
ccor
ding
to Ju
pite
r Res
earc
h•
Sear
ch is
a $
5 bi
llion
bus
ines
s now
•W
ill su
rpas
s tot
al sp
endi
ng o
n sp
ace
ads i
n 20
09
■O
rgan
ic■
Paid
Sea
rch
•Se
lect
ing
Term
s –
Gen
eric
–Sp
ecifi
c–
Bra
nd
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
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atio
nal S
emin
ars G
roup
Impr
ovin
g em
ail r
esul
ts1.
Rel
evan
t, pe
rson
aliz
ed a
nd c
usto
miz
ed –
offe
rs
base
d on
pas
t beh
avio
r, re
porte
d in
tere
sts
2.Se
nt in
the
form
at re
ques
ted
(text
or H
TML)
3.In
crea
se O
pen
Rat
es■
Use
of G
oodm
ail (
1/4
cent
per
e-m
ail),
bon
ded
send
er
and
othe
r “W
hite
hat
” en
dors
emen
ts■
Avo
id c
urre
nt sp
am fi
lter p
hras
es re
sulti
ng in
“fa
lse
posi
tive”
spam
(CA
PS, c
erta
in w
ords
, etc
.)
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
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atio
nal S
emin
ars G
roup
Impr
ovin
g em
ail r
esul
ts
cont
inue
d…
4.A
/B T
estin
g5.
Send
Dat
e an
d Ti
me
*■
Bes
t day
s tra
cked
for o
pens
: Frid
ay, T
hurs
day
■B
est d
ays t
rack
ed fo
r clic
k th
roug
hs: S
unda
y Fr
iday
■Se
ason
ality
issu
e: S
unda
y cl
ick
thro
ugh
rate
s are
aw
ful i
n th
e su
mm
er
* Ex
act T
arge
t 200
5 st
udy
XSC
M2
• A D
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ion
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ockh
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Uni
vers
ity C
ontin
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Edu
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atio
nal S
emin
ars G
roup
Why
use
a la
ndin
g pa
ge o
r ta
rget
ed m
ini-s
ite?
■In
tegr
ated
mul
ti-ch
anne
l app
roac
h■
Rei
nfor
ce a
nd c
onfir
m th
e m
essa
ge fr
om y
our o
ff-
line
prom
otio
n■
Pers
uade
you
r cus
tom
er/p
rosp
ect w
ith a
dditi
onal
sa
les i
nfor
mat
ion
or to
ols y
our o
fflin
e pr
omot
ion
coul
dn’t
incl
ude
■Si
mpl
ified
off
er a
nd c
all t
o ac
tion
–fe
wer
opt
ions
an
d de
cisi
ons =
mor
e sa
les
XSC
M2
• A D
ivis
ion
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ockh
urst
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vers
ity C
ontin
uing
Edu
catio
nC
ente
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atio
nal S
emin
ars G
roup
Ben
efits
of m
edia
di
vers
ifica
tion
■R
educ
e co
mpa
ny ri
sk•
Envi
ronm
enta
l fac
tors
•B
e m
ore
com
petit
ive
•Te
stin
g be
nefit
s
XSC
M2
• A D
ivis
ion
of R
ockh
urst
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vers
ity C
ontin
uing
Edu
catio
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nal S
emin
ars G
roup
How
to d
iver
sify
?
Wha
t med
ia a
re y
ou u
sing
now
?
Wha
t sho
uld
you
try n
ext?
XSC
M2
• A D
ivis
ion
of R
ockh
urst
Uni
vers
ity C
ontin
uing
Edu
catio
nC
ente
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atio
nal S
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ars G
roup
Impulsive
Considered
Active
Passive
Shor
t Fo
rm T
V Sp
ots
Rad
ioO
utbo
und
Tele
mar
ketin
g
DM
Sol
o M
ailin
gD
M C
atal
ogs
CD-R
OM TV
Inf
omer
cial
Ret
ail T
ake-
ones
Web
Ads
Stat
emen
t St
uffe
rsR
enta
l Pkg
Ins
ert
Card
Pac
ksCo
-op
Inse
rts
eMai
lW
eb S
earc
h
Hou
se P
kg I
nser
ts
Mag
azin
e &
New
spap
er
Spac
e Ad
s
The
Act
ive/
Pass
ive,
Impu
lsiv
e/C
onsi
dere
d C
ontin
uum
s
Repr
inte
d w
ith p
erm
issi
on c
opyr
ight
200
3, A
ltman
Ded
icat
ed D
irect
. All
right
s res
erve
d.
XSC
M2
• A D
ivis
ion
of R
ockh
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vers
ity C
ontin
uing
Edu
catio
nC
ente
r, In
c.N
atio
nal S
emin
ars G
roup
Plea
se fi
ll ou
t you
r eva
luat
ion.
Than
k Yo
u fo
r atte
ndin
g!
