THE FIRST RECOGNISED PAN-EUROPEAN MARKETING QUALIFICATION

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THE BEST MARKETING EDUCATION WITH INTERNATIONALLY FAMOUS TEACHERS

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Quiz answers

1. What happens if you follow up a mailing or e-mail a week later with exactly the same proposition – even the same copy?

- You will normally get 50% of the response of the original. People who fail to follow up successful e-mails of mailings are missing a lot of profit

2. How likely to reply is someone who has entered a contest you have run, compared to someone similar, but with whom you have had no contact?

- They are twice as likely to reply. So always put names of competition entrants on your database. They are worth money to you

3. When is personalisation important - and when not?

- Personalisation pays when writing to customers or people you have had previous contact with. Normally it only pays in cold mailings when used as way of intriguing people. Don’t spend money on personalisation if you don’t need to.

4. Which headlines work better, long or short?

- There is no golden rule, but longer headlines tend to work better, as they allow you to make more precise promises

5. Which kinds of pictures gain most attention?

- Cartoons. But the most convincing pictures are photographs, especially if your product’s appeal depends on its looks.

6. Which factors make people most likely to respond to a mailing?

- Three. How recently they have bought or replied; how frequently they have done so; and amount.

7. What is a yes/no option? And why does it matter?

`- It is where you ask people to answer “Yes” or “No” rather than just asking them to order. This always increases response, though often you get more “Nos” than “Yesses”.

8. Who coined the phrase “Direct Marketing”?

- Lester Wunderman claims to have done so – and nobody has denied it.

9. What is a Personalised URL?

- It is a URL that sends each respondent to their own landing page, and can be extremely effective.

10. Which kind of e-mails usually work better – plain text or HTML with pictures?

- Plain text almost always does better. Even when selling fashion one of my clients found they were almost as effective as ones with pictures.

11. Can research predict results?

- Very rarely. People can tell you what they think, but have no idea how they will respond or even what they want. Only a live test will predict results.

12. What is member-get-a-member called on the internet?

- Viral marketing. If you don’t use it, you’re crazy.