Let me start with a quote by David Ogilvy: “What really decides consumers to buy or not to buy is the content of your advertising, not its form.”
It is an excellent phrase with a clear message that whatever is your medium of communication, if your content doesn’t stand out then it would be wrong on your part to expect good responses and high conversion rates.
Do you really even give your email content a thought before sending it out to your subscribers?
The answer sadly is not in the affirmative. In order to achieve quicker results, marketers tend to adopt the easiest possible methods to generate maximum traffic and transactions. I pity these marketers who are narrow minded and have a short term mindset and only look at the immediate benefits they get from “Batch & Blast” style of campaigns.
I donât blame them completely since they work towards achieving their quarterly/yearly, but with a Myth â âMore emails we send higher would be the revenue.â
Also from the brand prospective, this style of communication wonât help them sustain in the market for long and soon you will find that your loyal customers are opting out of your repetitive and boring style of campaigns.
Don’t you think itâs high time you brought in a change?
Changing your communication strategy:
Let’s get the basics in place and I will cover the advanced techniques in the upcoming write-ups.
The immediate action you can take, probably even while reading this blog, is how you segregate customers based on the subscriber’s interaction over the email or website/store in a defined time frame. (6 months/3 months)
Start with reducing the frequency of emails to the inactive users and sending them limited and “hard to say no” type of offers.
To add another level to it, slice your database and make meaningful segments by following certain parameters such as:
Looking forward to hear from all of you on what type of segmentation you do as today. I have covered some innovative segments which brands from different sectors can make use of, you can view it here – Part 2