By Jeffrey Shavitz
Charge Card Systems Inc.
In writing for The Green Sheet, I am sharing prospecting and sales techniques I have encountered over my years in the payments space, as well as in companies I had previously founded that focused on sales and marketing. In this article, I address direct mail, email and online marketing companies.
Email and online: As a layman with limited knowledge of email and online marketing campaigns, I will state some statistics gleaned from expert sources. Click-through and conversion rates for various types of online marketing are: email messages - 0.10 to 1.73 percent (2.9 average conversion rate); online advertising via search engine - 3 to 5 percent (10 to 15 percent conversion); banner ads - 0.20 to 1.11 percent (6 to 10 percent conversion); and email sponsorships - 0.10 to 0.27 percent (8 to 12 percent conversion).
I recommend meeting with experts in these fields to acquire more knowledge before undertaking one of these types of campaigns. Keep in mind that marketing experts always recommend an integrated marketing approach because no single marketing message can accomplish all your goals.
Jeffrey Shavitz is one of the founders of Charge Card Systems Inc. He is also an active member of The Green Sheet Advisory Board and the First Data ISO Advisory Board. He can be reached at firstname.lastname@example.org or 800-878-4100. For additional information on CCS, please visit www.chargecardsystems.com/gsadvisoryboard or the company's corporate website at www.chargecardsystems.com.
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