Make it a Sweet 16!
Here are seven tips to enhance your digital messaging.
I - Leverage the information you know to create a personalized conversation with the consumers you message. The more relevant you are, the more effective your messaging will be. If you know their name, use it. If you know how they have interacted, leverage that information.
II - Segmentation is vital – you have to manage your list. Create a multi-dimensional database – score your consumers and put them into deciles, mine their interactions to create offer categories, and keep testing all your assumptions. Merge the information from your email file into your other CRM sources, including social media.
III - If the consumer you serve interacts with you, you will always arrive in the in-box. If they start ignoring your messages, you will drift into spam & eventually drop off the radar. An email delivered to spam reeks of unprofessionalism; that is if the consumer is to even notice that you showed up in their junk mail folder.
IV - Most organizations have a simple directive – convert direct mail consumers into digital, cut down the cost of acquiring new consumers, and speed up your interaction with those you serve. Digital, especially email offers you a precise means to accomplish all of this. Keep working on growing your reach – it helps with the ROI.
V - Your consumer walks around with their mobile phone – make it easy for them to interact with your content. Being responsive and adaptive is expected. If you drive the consumer to a landing page, make sure that the landing page is also mobile friendly.
VI - Keep talking to those you serve – find out what they like and what they would like you to improve. Yes, testing is important but in the perfect world you need to create an insiders club – a group of consumers who can tell you how you are doing. So many brands put out surveys but do very little to improve their campaigns based on what consumers say.
VII - Anticipate your consumers’ need by serving them what they may be looking for. Anticipating the next transaction saves your consumer time, displays your expertise, and also builds a better relationship between the consumer and your brand.
May you find many consumers and hope you can serve the consumer you seek very well. Wishing you all the very best for 2016.