Getting Personal – Customize Your Communications with Customers
January 01, 2000
Congratulations! A bunch of people opted in to your mailing list, and you're all set to send out your catalog, and your special discounts, and all the good stuff you're offering to your discerning clientele. But if you think the hard part is behind you, you could not be more sadly mistaken; and if you think you can send everyone the same mail and expect to good results with your products, you're living in the past.
Today's online customer expects you to know what they want and even predict what they need – and rightly so. With the right tools and approach, you can send one mail to the person who just signed up, another to the person who's been to your website a couple of times before but hasn't made a purchase, and a third to the loyal customer who has already bestowed their hard-earned cash upon you. This is what is called Personalization, and it's the holy grail of email marketing.
In today's competitive market, sending someone a generic “Hi, I sell bicycles, come check out my stuff!” email isn't a sales pitch. It's just more noise in their inbox, and it will get you branded as spam and block you forever from being able to persuade that particular customer from buying your merchandise. Being able to know that this person in particular is looking for a mid-range mountain bike (because, say, your software noticed them tweeting about how their old one got stolen) and sending them an enticing discount offer for precisely that – that will make this customer say “Cool! Just what I needed,” and treat your email as something they asked for, rather than an uninvited intrusion.
But to do that you need powerful software, one that can track what your customers are looking for across the numerous, varied channels of communication out there (computers, mobile, social media, even physical visits to your store) and that doesn't come free. If you're running a billion dollar business, you probably own that software along with a whole department of skilled people to run it for you. If you're not quite that large, you need to rent that technology and the know-how that will tailor it to your needs. In other words, you need an email marketing service that knows how to communicate to potential buyers across channels in a personalized manner.
So give us a call and we'll talk about growing your business, one satisfied customer after another.
Photo: Coffee Bee on Flickr