Chatter marketing is an expression that describes both the science of monitoring the opt-in customer and a prospect's online behavior. It also describes the art of translating that behavior in ways that allow marketers to deliver personal, powerful campaigns — ones that provide a company's loyal followers with convenient, relevant content and the least intrusive relationship possible.
It's an art as well as a science. The science is in the technology used to monitor and deliver relevant and timely content to consumers based on predetermined criteria. The art is in the interpretation and use of the information obtained through that technology to execute self-optimizing marketing campaigns. It's an entirely new way of looking at marketing and relationships because it's driven by the consumer and not the marketer.
The technology behind chatter marketing is what I call the chatter marketing engine, which includes a robust website re-engagement program. Typical re-engagement campaigns are generating open rates greater than 50 percent, clickthrough rates greater than 35 percent and sales per email four times to 10 times greater than what companies are generating with standard email programs, including those going to carefully segmented lists. And, generally, unsubscribe or complaint rates aren't higher for website re-engagement messages than they are for a company's standard email promotions and newsletters.
The reality is that solutions addressing shopping cart abandonment alone are missing a significant amount of potential sales that are lost before a shopper can add a product to a shopping cart. It's clear that there's a need to identify and pursue those opted-in consumers who show interest in your e-commerce website yet don't place items in a shopping cart. It's also a necessary component of a robust CRM program. When you communicate based on the exact content someone is viewing, you eliminate random messaging and show consideration in terms of both time and relevancy.