Let’s keep few things straight! ⚖️ 😇
People Don’t Opt-out from relevant communication!
If you agree, grab your drink and keep reading!
Relevant Information
People have a high tolerance for things we find personally very important, such as a perfect design, and look and feel, fonts, etc.
So don’t worry, nobody will unsubscribe because your email looks ugly!
Not saying you should not make pretty emails, in the opposite, your brand should have a consistent presence across all channels, but let’s face it, …is that really critical?
Even if the message is not personalized. – Not a big deal!
Will you get offended if the email start with “Hey there”, instead of “Hi [your name]”?
In general, for relevant information, people are ready to go far…
However,
there are few things that can potentially result in an opt-out or even worst, serious damage to your brand:
- Sending Irrelevant information – “I don’t want to buy a vacuum cleaner, I already have one, and it works great!”
- Wrong personalisation – “Whoa, wait a minute, my name is not Johnny! If you haven’t got my name right, who knows what else you didn’t get right about me!”
- Message content is misaligned with the recipient’s values, personal needs, believes and moral ethics – “I am allergic to peanuts, why telling me to buy Snickers! …and by the way, sugar causes addiction and kills people! You people don’t care about my actual needs and values!”
How to be relevant in your communication
So, in order to be relevant,
first, you need to know your customers slightly better!
- Make sure you gather fresh data: profile info, preferences and interests
- Track engagement: clicks, opens, submits, views, likes, etc.
- Social Media: listen to social responses – run sentiment analysis
- Understand what troubles people: analyse support cases and other complaints
and second, you need to deploy a reliable and integrated Marketing Automation Platform, to reduce the chances these bad things ever happen again!
Some might argue, these marketing platforms are way too expensive, …and agreed, that is not further from the truth.
But how much more expensive would be when your customers leave you, or even worst when they start spreading their disappointments and frustrations to their close friends/family and social media!
Not saying these platforms will fix it all, but it will take you on a journey, to become a truly customer-centric organization.
How to select the right platform
Depending on your ambitions and budget, there are over 20.000 solutions out there to chose from.
Our personal preference, no matter if SMB or Enterprise comes down to Salesforce Pardot, and/or Salesforce Marketing Cloud, depending on your organization size.
The first one is more B2B and the latter, B2C.
Hope this was relevant for you, and if so, please feel free to get in touch! – We’d be glad to share more!
Photo by Hannah Busing on Unsplash
communication, marketing, meaningful, relevant, salesforce, sense