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April 23, 2009 / jasonpinto

I almost knocked.

New leads… customer feedback… create awareness… product launch promotion… Based on the type of campaign we are running, these might be the types of goals that we set out for ourselves when we start a marketing effort.

At the end of the campaign, we should be able to see how we did in regards to reaching our objective: How many people responded? How many viewed the video and clicked through? Who signed up for a product demo?

Those certainly are great numbers to have.

But with today’s technology,  there is another group of people that can provide us with very important data.

They are the people that view your landing page, or open your email… but for some reason, do not click through, or do not fill out the survey.

Some might call them the “non-responders”. I like to view them as the “people that are standing outside your door, but that are hesitating to knock” (whereas the responders opened the door, grabbed a drink, and are looking to be entertained).

If we analyze why the other group stayed outside the door, we may find ways to greatly improve the response rate of future marketing efforts.

It may sound simple. But, do you really pay attention to that group? Sometimes we pay so much attention to the “leads” that come in, to the responses we receive, that we do not make the time to look at the people that may have almost responded.

Here are just a few reasons why someone may have viewed your landing page or email, but did not respond (other than simply not being interested anymore):

  • Too many questions on the survey
  • The questions were too intrusive
  • The design of the page was confusing
  • They couldn’t respond!
  • The offer on the page did not appeal to them
  • They became distracted

As we begin to plan our follow-up marketing efforts, do not automatically discard the marketing intelligence that this group has provided. A lot of marketing is testing, tweaking, trying again, testing, tweaking, etc… 

Put yourself in the shoes of the “non-responders” and find out: what can you do different next time to get them to  join the party?

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