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DirectMarketingAssociation©1998-2010©1998-2010BrowningBrowningDirect,Inc.RightsRightsReserved.SmithSmithDirect,Inc.AllAll

1.SuccessfulDirectMarketing:AnIntroductiontoDirectMarketingEssentials1直复营销概述©1998-2010SmithBrowningDir

ect,Inc.AllRightsReserved.DirectMarketingAssociation2史密斯布朗宁直复营销公司所有人EducationalDirectorUSDMADirectMarketingInstitute美国直复营销协会直复营销研究所教育董事AshleighSawdon

阿什莉·索顿President,TheAPGGroupAPG集团主席SeniorInstructorUSDMADirectMarketingInstitute美国直复营销协会直复营销研究所高级讲师Presentedby:主讲Be

thSmith贝斯·史密斯Owner,SmithBrowningDirect,Inc.©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMarketi

ngisanydirectcommunicationdesignedtogenerateanimmediateresponse。1.直复营销概念直复营销是旨在产生即时响应的直接沟通方式adirectorder,as

aleslead,ortrafficforabusinessorwebsite如：一份订单、一条销售线索，或者业务交易量、网站访问量3DirectMarketingmustalsobeconsistentwiththebrandi

mage.直复营销应和品牌形象保持一致。一、直复营销©2010SmithBrowningDirect,Inc.AllRightsReserved.41-stepor2-stepmarketing?2.一

步式营销与二步式营销1.1stepmarketing一步式营销➢Thesaleisachievedin1step.Therecipientreceivesthepromotionanddirectlyorderstheproduc

t销售活动一步就能实现，营销活动后顾客直接订购产品。➢Usuallyusedforsimpleproducts一步式营销通常用于销售一些简单商品。2.2stepmarketing二步式营销➢Usedformoreexpensiveorcomplicatedproducts二步式营销通常用于销售

贵重或复杂的商品。➢Aninquiryisgenerated,typicallythrougharequestformoreinformation,afreetrial,orasample二步式营销过程中，顾客往往会对商品进行咨询，通常是要求获得更多的信息，进行免费试用或提供

样品。➢Theinquirywillbeconvertedtoasalethroughamorethorougheffortofasalesman,atelemarketer(telephonesalesperson,directmailor

awebsite通过销售人员或远程营销（如电话营销员、直邮或者网站）的进一步努力，将咨询转化为销售。©2010SmithBrowningDirect,Inc.AllRightsReserved.5Isdirectmarketinglikeadvertising?3.

直复营销与广告一样吗?•Directmarketing≠advertising直复营销≠广告➢Advertisingisusedtobuildbrandimage,awareness,loyalty,andbenefitrecall.Purchasin

gactionisdeferred.广告通常用于塑造品牌形象，提高品牌认知度和忠诚度，并记住产品的优点。购买行为的产生晚于广告。•Directmarketing=sales直复营销=销售➢Directmarketingisusedtogenerat

eanimmediateinquiryororder.Directmarketingimpliesacommitmenttoalong-termrelationshipwiththecustomernotjustashort-term

promotion直复营销用于产生即时咨询或者订单。直复营销旨在与顾客（客户）保持长期联系，而不只是短期的促销。6Definition:DirectResponse定义：直接响应•Promotionsthatpermitorrequestconsumerstodirectlyrespond允许或

者要求消费者直接响应的促销活动➢Responsecanbebymail,telephone,e-mail,orsomeothermeansofcommunication.响应方式有信函、电话、e-mail或者其他沟通方式。➢Somepractitionersuse

itasasynonymforDirectMarketing.一些营销者把直接响应看成是直复营销的代名词。DirectMarketingAssociation©1998-2010SmithBrowningDirect,Inc.A

llRightsReserved.DirectMarketingAssociationAdvertisingvs.DirectMarketingRichardRosen,ConvergenceMarketing广告与直复Brand

ImageAdvertising品牌形象广告营销的比较DirectMarketing直复营销7©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationAdvertisingisCom

panytoAudience广告是公司对受众8©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation9DirectMailPerson-to-Pe

rson直邮是人对人Directmailismorelikeapersonalsalescallthanlikeadvertising直邮与其说是广告，不如说是“打给个人的销售电话”。©2010SmithBrowningDirect,Inc.AllRi

ghtsReserved.2004200520062007200820092010F2014E$186B$152BSources:GlobalInsight,Inc.,DMA2010Statistical

FactBook,February2010;WinterberryResearchMay2010数据来源：全球殷赛公司;DMA2010年统计手册；Winterberry2010年研究报告10AllMediaSp

end不同媒体的费用支出GeneralAdvertising/ATL传统广告/线上Direct&DigitalMarketing/BTL直复营销和数字营销广告/线下$0.00$4.00$8.00$12.00$11

.74Source:2010DMADirectMarketingStatisticalFactBook数据来源：2010DMA直复营销统计手册©2010SmithBrowningDirect,Inc.AllRightsReserved.USReturnonMarke

tingInvestment-SalesRevenueper$1spent-Advertisingvs.DirectMarketing美国营销投资回报–1美元投资所产生的销售收入–广告与直复营销的对比$5.

2311Advertising广告DirectMarketing直复营销©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociat

ion2008200920102014USDirectMarketingSpending美国直复营销支出$93.5B$92.1BGlobalInsight,2010DMAStatisticalFactBook,February2010数据来源：全球殷赛公司，DMA2010年统计手册$8

6.7B$81.4B12BusinesstoConsumer企业对消费者（B2C）BusinesstoBusiness企业对企业（B2B）©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAsso

ciationBusinessvs.Consumermarketing二、对企业的营销与对消费者的营销对比•Business-to-Business企业对企业(B2B)➢Committeebuying委托购买(由专门部门负责）➢Multip

leinterestsanddepartments涉及多种利益和多个部门➢Decisionjustificationwithexpensiveitems决定购买贵重物品时要进行决策论证➢"Proof"isimportantbecauseofhigherr

isk由于风险较高，风险防范尤为重要•Spendingcompany’smoney使用公司的资金•Willdecisionembarrassemployeeorcompany?购买决策是否会使员工和公司陷入困境？•Business-to-Consumer:企业对消费者(B2C)➢Maybeimp

ulsedecision,lessrisk可能会是冲动型的购买决定，但风险较小➢Friendsandfamilyinfluenceus会受到朋友和家人的影响13©1998-2010SmithBrowningDirect,In

c.AllRightsReserved.DirectMarketingAssociationWhatdobothmarketshaveincommon?两种市场的共性•Mostpromotiontechniquesandoffersworkj

ustaswellforbusinessasforconsumer.无论对企业还是对消费者，大部分促销技巧和诱因会起到同样的作用➢Freetrial,gifts,guarantees,personalization,etc.免费试用、礼品、承诺、个性化等•Sellingtopeople

,nottocompanies卖给“人”，而非公司14©2010SmithBrowningDirect,Inc.AllRightsReserved.ConsumerCatalog针对消费者的目录15BusinessCatalog针对企业的目录©1998-2010SmithBrowningDirec

t,Inc.AllRightsReserved.DirectMarketingAssociationThereareno“always”indirectmarketing直复营销中没有“总是”•Buttherearemany“

almostalways”.但有许多“差不多总是”•It’simportanttoknowtheImportantPrinciples关键就是要了解重要原则•Wehavelearnedthroughtestingthat

whatworksindirectmarketingisoftencounterintuitive.通过测试我们发现，直复营销中有效的往往是“违反直觉的”➢Contrarytowhatintuitionorcommonsensewouldindicate与直觉和常识相

悖16DirectMarketingAssociation17FollowtheDirectMarketingProcess–ThenStartAgain.三、直复营销步骤---重新开始下一轮1.•Setgoals

andobjectives设定目标2.•Determinetypeofresponsedesired确定理想的响应类型3•Identifythetargetaudience确定目标受众4.5.6.•Choosethemedia选择媒体•Produceth

epromotion实施促销活动•Reviewtheresultsandapplylearnings效果评估与优化©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMark

etingAssociation8VeryImportantPrinciplesforDirectMarketingSuccess四、直复营销成功的8个重要原则1.Establishtheobjective重要原则1：确立目标18©1998-2010

SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation1.Morecustomers更多顾客➢Donors,members,subsc

ribersorothers捐赠者、会员、用户等2.Morepurchasespercustomer增加购买频次3.Largerpurchasespercustomer提高购买量Objective:Increaserevenue目标：增加收入How?如何做到？19Direc

tMarketingAssociationCommonObjectivesforDirectMarketingCampaigns直复营销活动的基本目标1.Togenerateaninquiryforproductorserviceinformation激

发对产品或服务信息的咨询2.Topurchaseaproductorservice购买产品或服务3.Tomakeasecond,thirdoradditionalpurchase争取第二次、第三次或更多次购买4.Torecover(winback)lostcustomers挽回流失的客户5

.Todrivetraffictoaretailstoreorevent拉动零售商店或促销活动的客流量6.Toearncustomerloyalty赢得顾客忠诚20©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMark

etingAssociation21Case:CreditCardOfferthatFailed案例：失败的信用卡诱因设计1.Choosedesign选择设计2.Chooserewards选择奖励形式3.Ch

oosepaymentduedate选择支付到期日“Toomanychoices.Idon’thavetimetomakethesedecisions.”“选择太多，我没有时间做那么多的决定”©2010SmithBrowningDirect,Inc.AllRights

Reserved.22Establishtheobjectiveandkeepitsimple.确定目标，并使之简单化。•Customerssaytheywant“choice”客户说他们需要“选择”➢Whattheyreallywantisasol

utionthatfitstheirneeds他们真正想要的是一个满足他们需求的解决方案。•Choicesconfuse更多地选择会让人迷惑➢Ifyouconfusethem,youwilllosethesale如果你让客户迷惑了，就面临着失败。•Almostalway

sthebestofferonlyrequiresthecustomertosay:“YesIwantthis”通常，最好的诱因只需要让客户直呼“对，我就是想要这个”。ImportantPrinciple#2:Maketherightoffertotherightaudience

重要原则2:把适合的诱因给合适的人TheFoundationofDirectMarketing直复营销的基础1.Thelistoraudiencetargeted锁定名单或受众2.Theofferorproposition诱因或主题3.Thecreative创意➢➢➢➢Copy文案For

mat格式Design设计Timing时机Agreatoffersenttothewrongaudienceisstillafailure.把一个好的诱因发送给错误的受众同样是失败的。©2010SmithBrowningD

irect,Inc.AllRightsReserved.80%ofsuccess-ListandOffer成功的80%取决于名单和诱因23DirectMarketingAssociationWhatisCustomerSegmentation?什么是客户细分？Segme

ntationisdividingcustomersintorelevantgroups:细分就是将客户分成相关的组群1.Demographics人口统计特征–Age,income,maleorfemale,etc.年龄，收入，

性别等–Typeofbusiness,sizeofbusiness,jobtitle,etc.所在企业类型、企业规模，职位等2.Contribution贡献–Revenue,profit,lifetimevalue收入，利润，终身价值3.Behaviour消费行为➢Productspu

rchased,frequencyofpurchase,etc.购买的产品，购买频次等24DirectMarketingAssociationFindingRichesinAudienceSegments从

客户群中寻找高端客户1.Segmentationhelpsidentifythemostprofitablecustomersandpotentialnewcustomers客户细分有助于识别出最有价值

客户和潜在的新客户。2.Ithelpsidentifywhichcustomergroupsaremostloyal客户细分可以帮助确定哪些是最忠实的客户群。3.Ithelpsindecidinghowtospendthebudget

客户细分有助于决定如何分配预算。25DirectMarketingAssociationHowtoApplyandUseCustomerSegmentation客户细分的应用•Tailormarketingmessages定制营销信息•Createdifferentpromotio

nsasnecessaryforeachsegment根据需要为每个细分市场创建不同的促销活动•Determineprofitpotentialandprioritizespending确定细分市场的潜在利润和营

销支出优先级26©2010SmithBrowningDirect,Inc.AllRightsReserved.27Case:AmericanExpresshighestvalueaudience案例：美国运通最有价值受众1.Objective目标➢Securetheloyaltyofh

ighestvaluecustomers确保最有价值客户的忠诚度➢Developbenefitsnoothercompanycouldoffer提供其他公司无法提供的利益2.Strategy策略➢CenturionCard“百夫长”卡➢Invitat

ionOnlytolessthan1%ofcustomers只邀请不到1%的客户➢$5,000one-timeInitiationFee,$2,500annualfee一次性启动费5,000美元，年费2,500美元➢Prestigiousandexcl

usivebenefits独家尊享➢BlackTitaniumCardforrecognitionaroundtheworld获得全世界认可的黑色钛金卡©1998-2010SmithBrowningDirect,Inc.AllRightsReserve

d.DirectMarketingAssociation28Centurioncardinvitation“百夫长”卡邀请函TypicalCreditCardmailing典型的信用卡邮寄29Case:VerizonMobileCallingPlanforlowvaluecustomers案例

：美国威瑞森（Verizon）公司低价值客户的移动呼叫计划Objective:Retainlowvaluecustomerscost-effectively目的：低价高效地保留低价值客户1.Audience:Peoplewhoinfrequentlyusetheirphones(mostare

50orolder)anddon’tneeda“smart”phoneorunlimitedminutesforcalling受众：不常使用手机的人（大部分是50岁以上）不需要“智能”电话或无限时通话的服务。2.Offer

:Lowpriceplusgiftifyouwillsign2-yearcontract诱因：只要签订两年的合同即获得有打折优惠和礼物赠送3.Creative:创意➢Copy:“WeappreciateyourbusinessandloyaltysowehavecreatedaspecialSi

mplePlanwithSuperSavingsjustforyou.”文案：“我们感谢您使用我们的业务及您的忠诚，所以我们特别为您创建了一个简单的超值省钱计划。➢Format:Lowcostpostcard格式：低成本明信片➢Timing:Monthpriortocontr

actexpirationwhenpossible时机：合同期满一个月前©2010SmithBrowningDirect,Inc.AllRightsReserved.©2010SmithBrowningDirect,Inc.AllRightsR

eserved.“Wevalueyourbusiness.YouwillgetaFreephoneand600minutesofcallingtimepermonthifyousigna2-yearcontract.”“我们重视您的业务。如果您签订一个2年的

合同，您将获得一个免费手机及每月600分钟免费通话。”30ImportantPrinciple#3:Writecopytotellwhattheproductwilldoforthecustomer.重要原则3：撰写文案，311告诉顾客我们的产品能为他们做什么。1.Betterbe

d(feature)=Bettersleep,betterhealth,bettercomfort,morehappiness(benefits)更好的床（特征）=更利于睡眠，更佳的健康状态，更舒适，更多愉悦。（利益）©1998-2010SmithBrowni

ngDirect,Inc.AllRightsReserved.©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociati

on32ImportantPrinciple#4:ThecustomerexperiencemustbeEASY重要原则4：顾客（客户）购买过程必须便捷1.Easytorespond易于响应2.Easyorderingandfulfillm

ent易于订购和实现订单“Easy”isaveryimportantwordindirectmarketing“容易”是直复营销中的一个重点词。©1998-2010SmithBrowningDirect,Inc.AllRights

Reserved.DirectMarketingAssociationTellthemhowtorespond教给顾客如何响应“Callandwewillhelpyoumakethebestdecision

andansweryourquestions.It’sfasterandwewillsendyoufreeinformation.It’seasyandthecallisfree.”“现在就拿起电话吧，我们将会帮助你做出最好的决策，

并回答您的问题。现在打电话最快捷，我们同时将为您送上免费的信息。操作简便，电话免费。”33©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationMakeiteasyt

oorder方便顾客订购•Freecallphonenumberandwebaddressoneverycatalogpage–Easytofind便于寻找--在每页目录上都有免费咨询电话号码和网址34©1998-2010SmithBrowningDir

ect,Inc.AllRightsReserved.DirectMarketingAssociation35InboundTelemarketing/TelephoneResponses呼入电话营销/电话响应•Whatistheadva

ntageoftakingordersbytelephone?通过电话订购的好处是什么？➢Answerquestionsandovercomeobjections直接回答客户的问题，并且打消了疑虑➢Customizetheconversationtothecaller按顾客的具体需求有针对性的回答

➢Makeitquickandeasyforthecustomertorespond能够使顾客响应更加便捷➢Up-sellandcross-sellcustomersbysuggestingextraoffersorrelatedproducts通过提供额外的诱因或者相关产品向客户追加销售、

交叉销售Waystorespond响应的方式•Givethemmorethanonewaytorespond向顾客提供两种以上的响应方式•Oftenbettertohave24hourordering提供24小时服务。©1998-2010SmithBrowningDirect

,Inc.AllRightsReserved.36©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationBereadyforresponseinallchan

nels为响应做好准备，保证各个渠道的畅通•Easyforcustomerwhowantstoorderonline便于顾客进行网上订购•Forcompanytotrackandknowthatmaildrovewebvisitorcall方便公司追踪

、了解，到底是邮件还是电话提高了网站的访问量。37DirectMarketingAssociation38UnitedStatesPostalServiceResearch美国邮政的研究Catalogandwebmustbeconsistent目录和网页必须一

致©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.39©2010SmithBrowningDirect,Inc.AllRightsReserved.ImportantPrinciple#5:Thinkmulti

plecontacts,notjust1联系方式#1重要原则5：为顾客提供多种•Therewillneverbeasinglemomentintimewheneveryonewhocouldbuyfromyou,willbuyfromyou并非你所认为的顾客一定会向你购买，所以

一定要抓住机会。#240DirectMarketingAssociationMulti-channelMarketing多渠道营销•Theintegrationofmultiplecommunicationchannelsormediathatar

emutuallyreinforcinginattracting,retaining,andbuildingrelationshipswithcustomers•Theobjectiveistomakeitaseasyasp

ossibleforprospectsorcustomerstoreceiveyourmessageandtorespondtoyou目的是尽可能的方便潜在顾客接受信息，并作出响应。➢Multiplechancesfor

thecustomertoseetheoffer让顾客有更多的机会看到诱因。•Multi-channelcampaignsalsotakeadvantageofthefactthatrepetitionbuildsrecallofmessag

es多渠道营销活动利用了这样一个事实：反复宣传会增强顾客对信息的记忆。41对多种沟通渠道和媒体进行整合，使之相辅相成，用以吸引顾客、留住顾客并建立客户关系。OnlineAd线上广告WebsitewithVideo视频网站Multi-ChannelMarketingCampaign多渠道的营销活

动RedCrossNorway:SoupKitchenfeedsPoor挪威红十字会：“施粥场”救济低收入群DirectMail直邮MediaEvent媒体活动TransitAdsWithTextResponse带有文字信息响应方式的交通广告©1998-2010SmithBrowningDi

rect,Inc.AllRightsReserved.42Inserts2.2%移动占0.2%。Mobile0.2%U.S.2010DirectMarketingSpendbyMedium2010年美国直复营销在媒体上的支出GlobalInsight,2010DMA

StatisticalFactBook,February2010;WinterberryGroupMay2010数据来源：全球殷赛公司;DMA2010年统计手册；Winterberry2010年研究报告©2010Sm

ithBrowningDirect,Inc.AllRightsReserved.43直邮占29.1%Internet18.7%互联网占18.7%Telephone26%电话占26%TV13.4%电视占13.4%DirectMail29.

1%杂志占4.4%Magazines0.5%报纸占5.5%Newspapers5.5%4.4%广播占2.2%Radio插页占0.5%©1998-2010SmithBrowningDirect,Inc.AllRi

ghtsReserved.DirectMarketingAssociationTelemarketingproducesmoreorders电话营销产生更多订单44直邮加上电话呼出营销跟进，可以提高2.5-10倍的响应率。©1998-2010SmithBrowningDirec

t,Inc.AllRightsReserved.DirectMarketingAssociationFactorsImpactingTelemarketingSuccess影响电话销售成功的重要因素•Audience受众•Offer诱因•Trainingandpeoplehi

red培训与招募的员工•CreativeapproachandScript创意和脚本•QuickFulfillment快速订单履行45©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketi

ngAssociationImportantPrinciple#6Research&TestingHowtoknowwhatyoushoulddo重要原则6：研究与测试----如何知道你应该做什么46+170%mo

rerevenue提高收入170%Test$50offvs.15%off针对降价50美元和优惠15%的测试Source:marketingsherpa.com©1998-2010SmithBrowni

ngDirect,Inc.AllRightsReserved.47ImportantPrinciple#7:Makeyourpromotionsfityourcompanyimage,youraudience,andyourproduct.重要原则7：促销活动要符合公司形象、受众需求、

产品特征。©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.48ImportantPrinciple#8:Focusonthelifetimevalueofthecustomer重要原则8：关注

顾客的终身价值•Whatisyourcosttoacquireanewcustomer?得到一个新顾客的成本是多少？•Howlongdoesacustomerstaywithyou?作为你的顾客的时间有多长？•Howmuchdoesacustomerspendoverthisperi

odoftime?在这段时间顾客消费多少？•Howmuchprofitdoyoumakeoverthelifetime?在这段时间你能获得多少利润？•LTV=FrequencyofPurchaseXDurationofLo

yaltyXGrossProfit顾客终身价值=购买频次X顾客保持时间X毛利润Howmuchcanyouaffordtospendtoacquireanewcustomer?你能付出多大成本来获得一个新顾客©

1998-2010SmithBrowningDirect,Inc.AllRightsReserved.49DirectMarketingAssociation50Thedirectmarketingmindset直复营销的

心理定势1.DirectMarketersfocusonrevenue,notonlyoncost.直复营销者关注于收益，而不只是成本2.Costisameasureofefficiencywhereasrevenueisameasu

reofsuccess.成本是效益的衡量指标，而收益是成功的衡量指标DirectMarketingProvidesAccountableCommunications直复DirectMarketingAssociation营销是可以测量的1.Front-endcalculation

s前端计算➢Costofmailingorotherpromotion邮寄或其他促销的成本➢Anticipatedresponserate预期的响应率➢Break-evenanalysis盈亏平衡分析2.Back-endcalculations后端计算➢Responserate响应率➢Costpe

rresponse(actual)每个响应（实际）的成本➢Conversionrate(leads&othertwo-stepprograms)转换率（销售线索或其他两步式活动）➢CustomerLifetimevalue客户终身价值5121"©2010SmithBrowningDirect

,Inc.AllRightsReserved.100"40"65"35"55"30"0"80"60"40"20"100"Today"1"2"3"4"65%/85%"35%/85%"47"25"Customerretentionrates客户保持率Retentionratestendtosta

bilizeafter2ndpurchase.The1stpurchaseisa“test.”A2-timebuyerisbuyingwithfullknowledge.客户保持率在经过两次购买后会趋于稳定，第一次购买是个“尝试”，再次购买者对于产品有了全面的了解。52©1998-2010

SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationWhatdoesattritioncost?客户流失的代价是什么？1.Itcosts5timesasmuchtoacq

uireanewcustomerastoretainone获得一个新客户的成本是留住一个老客户成本的5倍2.Mostcompanieslose20-25%oftheircustomerseveryyear很多企业每年会流失20-25%

的客户。3.Ifattritioniscut5percentagepoints,youcanadd25-75%inprofitstothebottomline–Why?如果流失率降低5个百分点，你可以增加25-75%的利

润——为什么？–FrederickReichheld,BainConsulting,TheLoyaltyEffect-贝恩咨询公司FrederickReichheld著《忠诚度效应》53©1998-20

10SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationWhatarethemajorareasthatimpactattrit

ionandlifetimevalue?客户流失和终身价值的主要影响因素1.Audience受众➢E.g.Referredcustomershavehighervalueandgreaterloyalty比如，经人引荐的客户能够带来更多的价值

和拥有更高的忠诚度。➢Audiencesattractedtopremiumproductsusuallyhavehigherlifetimevalueandlowerattritionrates被优质产品吸引的那些受众往往拥有更高的终身价值和更低的自然流失

。2.Offers诱因➢Off-price,firstyearfreeandotherlowercommitmentacquisitionoffersusuallyhavelowerlifetimevaluethancustomersacquired

atfullprice通过打折、第一年免费和其他更低承诺的诱因获得的客户通常会比全价购买的客户终身价值更低。3.Channel渠道➢E.g.Overzealousdirectsalesandoutboundtelemarketingacquisitionrepscanoftenpushthe“f

reetrial”andnottheproductvalue,resultinginhighratesofattrition过分热心的直接销售和呼出电话营销经常推出“免费试用”，而不是产品价值，结果是导致更高的客户流失率。4.Customerexperience客户体验54©1998-2010Sm

ithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationHowOffersImpactRetention诱因是如何影响顾客保留的?55DirectMarketingRe

sponseRates直复营销响应率4MajorFactors:4个主要因素•Audience(List)受众（名单）➢ProspectsorCustomers潜在客户或现有客户•Customerpromotions=5–20Xhigherresponsethanprospectprom

otions针对客户的促销产生的响应会比针对潜在客户的促销产生的响应高5-20倍•Offer&Creative诱因与创意➢Responsetodifferentoffersvariesby2–10X针对不同的诱因，响应会有2-10倍的差别。•MediumorChannel媒体或渠道

➢Highestresponsesfrompersonalcontactmedia与个人接触的媒体的响应率是最高的•Telemarketing,DirectorDimensionalMail,Email电话营销，直接或立体邮件，电子

邮件➢Lowerresponsesgenerallyfrommassmedia大众媒体通常响应比较低•TV,Radio,Magazines,Newspapers,Inserts,Bannerads,etc.电视、广播、杂志、报纸、插页、横幅广告等•Seasonality-

differencesof10-50%byseason季节性----10-50%的响应率差别是由于季节产生的©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.56©1998-2010SmithBrowningDirect,Inc.AllRigh

tsReserved.DirectMarketingAssociation8Importantprinciplesforsuccess8条重要的成功原则1.Establishyourobjectivean

dkeepitsimple.2.Targettherightaudiencewiththerightoffer3.Writecopytotellwhatyourproductwilldofortheprospect4.Makeiteasyforyourprospecttorespon

d5.Trymultiplepromotions(campaign),not1contact6.Researchandtesteveryyear7.Makeyourpromotionsfityourcompanyimage,youraudience,andyourp

roduct.8.Focusonthelifetimevalueofthecustomer1、建立目标，并让它保持便捷。2、用正确的诱因锁定正确的受众。3、将你的产品能为潜在顾客做什么写入文案。4、让你的潜在客

户能够方便地响应。5、尝试多种促销活动，而不只是一种沟通方式。6、每年都要研究和测试。7、促销活动要符合公司的形象、受众需求和产品特征。8、关注客户的终身价值。57