Seven Ideas to Create a Real Time Messaging Plan

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In our right now world you have to put together a program that is real time. And real time doesn’t just mean doing things faster. Here are seven things you should do to create a real 'real time' plan.

Let me start by sharing some real numbers with you. If I can deliver a message to a consumer within three minutes of a transaction, my open rate is 98.5%. If it takes close to but less than 10 minutes, my open rates slips a tad to 95.76%. If I can deliver in 30 minutes or less it is quite good at 87.8%. Guess what happens if I wait a day? Before I give you that number, why don't you go through these ideas on making your real time more effective, because it is not just about the timing - other factors are important as well.

1 - Make sure your channels are connected. This means that you are soliciting information across channels, and that you are actually pulling all the information into one data warehouse.

2 - Put together 'steps of relevance.' This means that you start the process of collecting preferences from the consumer you can serve them with relevant offers.

3 - Plan your responses on each channel. If people interact with you on each channel, make sure you have a set of desired responses that you can execute on.

4 - Respond in as real time as possible. You have to build up 'mini-profiles' first, and message people right away. If you don't have a 'mini-profile' created, acknowledge the consumers input till you respond.

5 - Don't limit yourself to one channel. Use the profile & contact information to mix up your messages across channel.

6 - Invite the consumer into your home. Encourage them to browse your site, look at your magazine / catalog, subscribe to your email, and lure them into your 'living room.' Your living room is your social media channel.

7 - Don't forget to follow up. Many times the consumer is seeking information directly or indirectly from you. If they ask for information, it is easy to recognize their need & follow up.

You should try a two step follow up - send them information electronically (or by direct mail) and then follow up with a phone call. If they don't ask for information, track their clicks or behaviour and use that to build up your response so you can follow up effectively.

Following up effectively is all about being relevant. Being relevant right now is all about achieving real 'real time.' Oh, and if I wait a whole day, my open rate drops to 44%! That is dramatic, and really stresses the importance of real time.