What is important is that the campaign drew a high response from the initial direct marketing piece and RURL, and could have stopped right there. But as is the case with “relationship” campaigns, the objective is to maintain a steady dialogue with the customer—especially new ones. Elixia continued the campaign by targeting the new prospects with special offers and encouraging more referrals from its members. The end result is a multi-year, multi-media program that is active across all Elixia sites and continues to generate significant revenues.
Today, there are solutions that provide marketers and their service provider agencies with the power to reach customers with relevant one-to-one communications across all media channels, and to track and monitor the success of the components. It is this ongoing, personalized dialogue—not a single instance of response—that will evoke lasting, meaningful relationships that produce new revenues, steady profit and long-term growth.