The strategy makes perfect sense. Last week we reported 53% of consumers will unsubscribe from receiving marketing emails for products or services that do not relate to them. The majority of these emails don’t even get opened.
Consumers are growing increasingly impatient with email messages personally addressed to them but with a message offering a product they do not have any interest in. Far too many companies are taking personal data from consumers, but are not using it effectively.
The way forward is to re-evaluate information consumers have been kind enough to share with you and categorise prospects so they only receive ads they have a genuine interest in. Misplaced emails lose customers.
Marketing one to one
Your decision to make one to one marketing a priority is one thing, but how you successfully execute the concept is a totally different ball game. Fortunately for you, the tools exist and we have the ideas to point you in the right direction.
A quick and easy fix is to concentrate on real-time customers. When a visitors lands in your online store, have a virtual assistant on hand to offer advice and assistance. But rather than try a push a sale, give them information first; choices, explanations, independent reviews etc.
Consumers do not want tough decisions to make. Your VA therefore should be ask relevant questions and provide relevant information. In films, whenever somebody buys a gun, the seller explains the situation it is most suited for. The hero always buys the gun. Okay, it’s film, but you get my point.
You may also have the scope to connect with prospects on social media accounts and forums as well as on-site. These platforms allow you to address a customer’s personal questions and provide an individualised service.
Gathering personal data
It used to be the case that marketers thought making a message personal was addressing it to the recipient. Wrong. A consumers will regard a marketing message a personal if they have a valid interest in the product.
Data analysis therefore plays a major role in categorising consumers. But before you even start a marketing campaign, you need to gather relevant information. Surveys and questionnaires are a good way of finding out about personal interests.
Make sure to phrase your questions and options carefully as the data you recover from this exercise will determine your success rate of individual marketing and whether or not a subscriber pays any interest or drops off your list of contacts.
You can also use content to determine the subjects your subscribers are interested in. Assess what they are sharing, or whether they have downloaded an eBook and create a marketing campaign for products that will interest them.
Make the message personal
Once you have an audience to pitch your product, create a landing page with the proposed offer.
Don’t pitch an offer then direct the prospect to a landing page that features multiple options.
This is where you VA plays a major role, so it is also important that information about your customers is available across teams in order to improve your customer service.
Although shopping online is becoming increasingly popular, the detachment from a physical presence still makes shoppers approach with caution. They need to be reassured with trustworthy information that is relevant to them.
Digital platforms enable companies to provide the reassurance, but you still have to implement effective methods of making customers feel as though they are being given a personal service like they would expect if they walked into your shop.