Customers are now more powerful than ever. Their always-connected status and ability to find information anytime from anywhere, in a matter of seconds, puts them in control of their own experience, and this trend has forced marketers to rethink how they engage and connect with their customers. As we head into the busy holiday season, we would like to share some tips to drive engagement for your digital programs.
- Make it Personal - Personalization has been deemed as one of the most important tools for data-driven marketing, according to more than 70% of 220 marketing experts surveyed by Ascend2. Being able to personalize your messaging, rather than sending out a blast campaign, is key to increasing the user experience and therefore increases the success of marketing campaigns. Begin by creating groups of similar customers and target promotions to each client’s specific needs. The most common ways to segment are by demographics, geographic location, purchasing behavior and/or psychographic segmentation (interests, hobbies, lifestyles, values, and attitudes). By segmenting your lists you will begin to see an increase in leads and transactions.
- Focus your CTAs! - What is it that you want from your customer? Pick one call-to-action and make it clear and actionable. Tell your customers what you want them to do and why they should engage. Define the goal of each campaign and confirm the CTA is aligned with your goal. Is your design engaging enough? Be sure to test your CTA before hitting send - even the most experienced marketers’ intuition is not always right correct; the only way to know for sure is to test it! With new tech like heat-mapping and visual engagement analysis you’ll get a much deeper understanding of what your customers really see and how they interact.
- Automate Triggered Campaigns - Automated campaigns range from the simple to complex, and are based on the principle that by collecting and matching the right data points, it's possible to segment your audience and message them with event-triggered, personalized messages. It may take some time to set up these event-triggered email sequences, especially if it's a new approach for your company, however, once set up and tested for effectiveness, you can let the technology take over - relieving you from managing much of the process manually. Marketing automation allows for improved lead management and nurturing, more measurable results, and enhanced targeting & personalization.
- Test, Test, Test – How often do your customers like to receive messages? What format do they prefer? What days are they most likely to engage? Do you know what types of content increases their engagement? By including A/B tests in your deployments you will discover what is most effective for your audience. A/B Testing is something that can (and should) be conducted continuously to keep your deployments fresh and relevant for your audience.
Always continue to test and optimize. Along the way you may realize you need to alter frequency, targeting, creative, copy, promotions, or content. With each new iteration you’ll be once step closer to your goal of increasing customer engagement and, ultimately, your bottom line.