I’ve asked many clients what content strategy means to them. Their answers vary widely based on who I’m asking, their background and their specific objectives. This is because most organizations usually focus on one dimension when solving for their content strategy. For example, creative teams and their agencies will focus on the raw content assets. Developers will focus on the back-end management of content that supports storage and decimation of content. Marketing and technology teams will focus on the management of content as a workflow and brand teams will focus on the governing aspects of managing large amounts of content.
This post is contributed by Mara Crisafulli, senior director, digital solutions at Epsilon where she drives the execution of business objectives for clients.
Direct marketing programs often succeed, in part, based on the merge strategies on which they depend. Unfortunately, many donor marketing circulation plans are outdated and rely on a “prioritized list strategy,” which may fail to provide the insight you need to grow your returns. Using a prioritization strategy may not be as profitable as it used to be. In fact, it can be a dangerous way to rob you of your return. Today, the segmentation, analytics, and merge technologies used in direct marketing have become more complex. Customer Relationship Management (CRM) technologies and database technologies have changed. But more importantly, donor marketing has evolved. As such, you need to adapt your merge strategies to take advantage of new technology and new list sources. For direct marketing success, it’s important to look beyond a prioritizing methodology in your merge strategies and embrace a randomization strategy. Only then can you maximize your growth potential and capture a better investment return from your donor marketing. This paper explores the most used merge strategies and weighs the pros and cons of each.