|
Today’s consumers are looking for value in relationships with their favorite brands, more than just a discount or a transaction. How can e-mail help you be a better brand?
Start by thinking about what you want as a consumer. What are your expectations of your favorite brands? How likely are you to share your vendor recommendations? When are you most likely to respond to special offers? If you don’t know the answers, you should. They translate into five ways e-mail marketers can build lasting relationships.
1.When a customer engages you, she doesn’t want to wait.
Be prompt when you respond to a customer, starting with your “welcome” message. This is your only opportunity to make a first impression, so make it a good one. Welcome messages have the highest open rates of all message types—her curiosity will never be higher than it is when she receives your first message. Don’t disappoint. Provide immediate value. Set positive expectations for the relationship by presenting her with a gift, offering up something educational or engaging, or giving her ample opportunity to talk about herself. But above all, don’t be late.
2. The customer wants you to be observant.
Being on a first-name basis with your customer is only a minimum requirement for a long and prosperous relationship. The online consumer is past the “creepy” factor previously associated with implicit data that is gleaned from Web analytics or click-based activity. Now he expects you to use that data as a means to deliver targeted messages, so share your good intentions. After all, it’s about providing him with the best customer service.
3. The customer wants to tell you more.
Who doesn’t like to talk about themselves? She wants your best, and she understands that in order to get it you need information from her. Once the customer has opted in to your program, follow up immediately with requests for additional information, such as location, merchandise preferences or interests, which will help you serve her needs. But only ask for information that you plan to use, and make sure you use it. Lack of relevant content remains the number one reason why customers unsubscribe from e-mail programs.
4. The customer wants to brag about you.
With social networking approaching its peak, chances are your customer is going to be talking about you anyway. Why not be involved? A long-lasting relationship is based on communication, and no marketing medium makes it easier to communicate than e-mail does. Create a dialog with your customer from day one, and use the resources available to sustain it—viral programs, product reviews, user blogs and more. Brands need to learn how to behave more interactively if they want to be successful in the emerging social computing era.
5. Sometimes the customer just wants to be left alone.
It’s not you, it’s him. The nonresponsive customer makes up a growing portion of every marketer’s database, and most hesitate to stop mailing to him for fear of missing a potential sale. The truth is that in most cases it is already too late—you’re just not his type. Be clear about the steps with a non-responder. Confirm his status if he chooses to opt back in. If he doesn’t, provide a definitive deadline for removing him from your list. But most importantly, have the re-engagement programs in place that will prevent him from wandering away. Strong relationships buoyed by relevant communications will help you achieve a happily ever after with any customer.
—Ben Ardito is the vice president of professional services at e-mail marketing provider e-Dialog. He can be reached at bardito@e-dialog.com.
Start by thinking about what you want as a consumer. What are your expectations of your favorite brands? How likely are you to share your vendor recommendations? When are you most likely to respond to special offers? If you don’t know the answers, you should. They translate into five ways e-mail marketers can build lasting relationships.
1.When a customer engages you, she doesn’t want to wait.
Be prompt when you respond to a customer, starting with your “welcome” message. This is your only opportunity to make a first impression, so make it a good one. Welcome messages have the highest open rates of all message types—her curiosity will never be higher than it is when she receives your first message. Don’t disappoint. Provide immediate value. Set positive expectations for the relationship by presenting her with a gift, offering up something educational or engaging, or giving her ample opportunity to talk about herself. But above all, don’t be late.
2. The customer wants you to be observant.
Being on a first-name basis with your customer is only a minimum requirement for a long and prosperous relationship. The online consumer is past the “creepy” factor previously associated with implicit data that is gleaned from Web analytics or click-based activity. Now he expects you to use that data as a means to deliver targeted messages, so share your good intentions. After all, it’s about providing him with the best customer service.
3. The customer wants to tell you more.
Who doesn’t like to talk about themselves? She wants your best, and she understands that in order to get it you need information from her. Once the customer has opted in to your program, follow up immediately with requests for additional information, such as location, merchandise preferences or interests, which will help you serve her needs. But only ask for information that you plan to use, and make sure you use it. Lack of relevant content remains the number one reason why customers unsubscribe from e-mail programs.
4. The customer wants to brag about you.
With social networking approaching its peak, chances are your customer is going to be talking about you anyway. Why not be involved? A long-lasting relationship is based on communication, and no marketing medium makes it easier to communicate than e-mail does. Create a dialog with your customer from day one, and use the resources available to sustain it—viral programs, product reviews, user blogs and more. Brands need to learn how to behave more interactively if they want to be successful in the emerging social computing era.
5. Sometimes the customer just wants to be left alone.
It’s not you, it’s him. The nonresponsive customer makes up a growing portion of every marketer’s database, and most hesitate to stop mailing to him for fear of missing a potential sale. The truth is that in most cases it is already too late—you’re just not his type. Be clear about the steps with a non-responder. Confirm his status if he chooses to opt back in. If he doesn’t, provide a definitive deadline for removing him from your list. But most importantly, have the re-engagement programs in place that will prevent him from wandering away. Strong relationships buoyed by relevant communications will help you achieve a happily ever after with any customer.
—Ben Ardito is the vice president of professional services at e-mail marketing provider e-Dialog. He can be reached at bardito@e-dialog.com.
Companies Mentioned:
 |
|
