Thursday, January 10, 2013
This week, I'm presenting a series of posts that reveal some of the top things consumers want from marketers—backed by solid, statistical data—plus real, actionable recommendations to help you improve your cross-channel marketing program.
TIP #3: Consumers want to know you care
Regardless of channel, our research shows that one thing consistently drives customers away: communications that somehow demonstrate you don’t care.
As we discovered in SUBSCRIBERS, FANS, & FOLLOWERS #8: The Social Break-Up, the concept of “caring” is closely related to relevancy in the world of interactive marketing. In fact, more than 90% of consumers have “broken up” with at least one brand on Email, Facebook, or Twitter as a result of irrelevant, too frequent, or boring marketing messages.
RECOMMENDATION #3: Marketers should give consumers a choice of what they receive, and how often
So how do you let consumers know your company cares? In a word, it’s all about respect. To create interactive marketing that respects consumers’ preferences, their time, and the promises made, marketers should:
MANAGE EXPECTATIONS. To prevent a break-up, start the relationship with clear expectations of what a subscriber will receive. Provide complete information about content and frequency of communications as part of the opt-in process. Then continue to deliver on your promises—that’s why they signed up in the first place
KEEP IT FRESH. Periodically survey your customers to find out more about their preferences. Don’t be afraid to ask what they like—and don’t like—about your marketing program. Soliciting honest feedback from your subscribers, fans, and followers demonstrates that you value their opinion—as long as your follow through on their recommendations!
RECOGNIZE WHEN THE DIGITAL RELATIONSHIP IS ON THE ROCKS. Monitor engagement and, if you notice a decline, encourage customers to “rekindle the magic” through a re-engagement campaign. This is also a good opportunity to proactively suggest an alternate frequency for communications, or promote interaction through another channel.
WHEN IT’S OVER, FIND OUT WHY. Implement a quick (optional) survey at time of email opt-out to help identify any problems that may exist with your marketing program. Also consider respectfully promoting your other channels during opt-out—for example, “We’re sorry to see you go. If you’d like to stay in touch, you can follow us on Facebook or Twitter.” But make sure your cross-channel promotion isn’t too heavy-handed—you don’t want to seem desperate.
Check back for more tips and practical recommendations in Parts 4 and 5 of this series.
Looking for more advice to help take your marketing program to the next level? Check out the Field Guide to Cross-Channel Marketing.