Five Ways to Stay in Touch with your Consumer

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Customers & prospects continue to disengage from our messages. This eventually leads to them switching brands & forgetting about the value our business might bring to them. The bottom line is that over the course of an 18 month cycle many businesses tend to loose touch with more than 50% of their list. Here are some tips to keep in touch with those you serve.

1 - Get their correct contact information: Don't rush them when you are asking them for their contact information. Don't rush your field based employees when this information is being solicited. Double check if the information is correct & try to message them in real time to confirm.

2 - Get more than their email id: Ask them for their mobile number, their address, & even hook up on social media channels during the process. Some businesses even ask for a secondary email id, just in case the first one bounces.

3 - Give them a compelling reason to stay in touch: Tell them the business benefit and articulate it clearly. Use intrigue or incentive to get them to start paying attention & then make sure that your messaging is truly compelling. Surprisingly, user generated content and not 'your' merchandise is what drives the most interaction in communiqués.

4 - Track your bounces: Spend money on a good ESP (email service provider) and track the origin of your bounces. Many ESP's do a pitiful job in tracking the origin of bounces and many keep retargeting bounced addresses. This creates two significant problems - first, your deliverability is adversely affected & second, you don't know that you are not getting through to 'bounced' addresses.

5 - Personalize as much as possible: You personalize based on preferences. Next, you personalize based on responses. You make it even better when you personalize based on user interaction. Personalization is almost perfected when you encourage dialogue amongst users on your social media channels. Personalization is perfected when you listen to what is being said across channels.

The right contact information, alternative ways to stay in touch, keeping your address book clean, aspiration, & relevant personalization go a long way in helping you stay in touch with your consumer.