Establishing trust and building emotional loyalty are critical components of lasting customer relationships. To do this, you need to ensure that customers are truly engaged with your brand. But engagement is tricky. Misfire and you risk losing them forever.
In order to succeed, you must first understand the “rules” of engagement. But these guidelines are far from set in stone. What works for one brand might fail miserably for another. That said, there are a few engagement tactics that we insist everyone cease and desist immediately.
Bail on the batch and blast
Once a tried-and-true marketing tactic, batch and blast email will not cut it for email marketers anymore. Consumers want to feel known, and expect 1:1 personalization — from messaging to offers to experiences. The average worker receives 126 emails a day — which means you need to make sure yours stand out from the crowd.
Hitting up your entire email list with the same generic messaging isn’t going to impress anyone — and will likely train your audience to ignore all emails from your brand (or worse, send you to the spam folder). So get personal! Go as granular as possible with your segments to make certain your customers receive communications relevant to their order history, shared preferences, and more.
Say bye to blowing up the inbox
Even if your communications are personalized to a T, your customers can only handle so much. More does not always equal better — especially when it comes to branded messages. Nobody wants their inbox barraged with messages from the same company.
Overwhelming your customers with digital clutter is a quick way to lose their favor. Allow an adequate amount of time between messages to let your customers know you respect their space and time and keep them wanting more. Or better yet, let your customers tell you how often they want to hear from you by including email frequency in the preference center and build custom segments based on those preferences to keep your customers in the loop they prefer.
Don’t run hot and cold
Spontaneity may be the spice of life, but it’s a recipe for confusion (at best) when it comes to customer engagement. Once you’ve established a reliable schedule of communication, stick to it. Inconsistency leaves your customers on edge and is a sure-fire way to lose the trust you’ve built.
Slow your cadence too quickly and that drastic drop in frequency may make customers feel abandoned. Pick up the pace unexpectedly and risk driving customers right to the unsubscribe button. Stay consistent to keep your brand top-of-mind and your audience engaged.
In the ongoing effort to create lasting customer relationships, it can be easy to forget the “rules” of engagement. Avoid these dated tactics, and instead focus on personalization, patience, and persistence. Contact Cheetah Digital to see how we can help improve your email marketing strategy and build deep, meaningful relationships with your customers.
As a platform technology company, Cheetah Digital combines robust data management and cross-channel communication abilities with dedicated, in-house professional services. We help marketers execute complex, enterprise-scale marketing programs and effectively drive lasting customer loyalty. We are a business partner to the world’s best brands, and have employees across 13 countries.