How to Get Your Customers to Appreciate You
After too many experiences with batch-and-blast email marketing, the level of relevance consumers now expect is increasing. According to a recent research report, Manifesto for E-mail Marketers: Consumers Demand Relevance, from e-Dialog's Centre for Digital Marketing Excellence, consumers are keen on marketers exhibiting intimate knowledge of their preferences and interests, and expect them to deliver on those preferences to improve message relevance.
As consumers look forward to more individual treatment, it's necessary to look for ways to deliver on this expectation. By capturing preferences for new and existing subscribers and merging this information with actual consumer behavioral data, you'll accomplish a new level of relevance.
The following are three tactics to help you capture customers’ and prospects’ preferences.
1. Incentives for information. Get new and old subscribers to update their profile information by offering something in return. Think about what your customers’ value and align your incentives appropriately. Nothing entices a shopper like free shipping or a percentage off their next purchase. Incentives such as whitepaper downloads or educational content also work well. Including an "Update your preferences" call to action in a welcome message is another great way to capture information from the newest members of your list.
How should you approach existing subscribers to get them to update their preferences? Where you already have a highly engaged audience, for example, try including a call to action in your transactional messages.
No matter where, when or how you solicit customer data, be sure to thank enrollees for sharing their preferences. Send them follow-up emails with their preferences pre-populated so you can confirm that you've collected the desired information.
2. Provide bookmark capture on product pages. Consumers want marketers to know what products and services they like. To find this information out, place a bookmark capture function such as "Add this category to my preferences" on product description pages.