« A Golden Oldie that's still a big hit | Main | Kids can be so annoying »

A better way to do email marketing

Twenty years ago Bill Gates was interviewed by David Letterman on the Late Show and spoke about the beginnings of the internet. It was 1995 and the majority of the country wasn’t yet online, nor did we really understand how big this “internet thing” would become.

 

This clip reinforces how differently we consume information today than we did in the mid 90s. With the advent of social media, mobile phones, tablets, and all sorts of gadgets and automation it would seem that we are almost a different breed today than two decades ago. Almost.

Movies and television often have a somewhat exaggerated view of what we will become in the future. You know; the flying cars, tinfoil getups, and cyborg-like personalities. I can see the tinfoil, but I’m reluctant to believe that our personalities will be so numbed by technology that we forget genuine relationships all together.

In similar fashion the internet and all its peripherals have not substituted for our need for meaningful communication. I don’t necessarily believe that most people believe so either. However, on a daily basis businesses communicate with us as if we were, in fact, cyborgs.

The problem is the lack of personalization. Most companies simply drop prospects and existing clients into simple drip email marketing campaigns. The goal is to “touch” the consumer with emails over time to “stay in front of them”.  This method of communicating is like pulling the string on the back of a talking doll. “Hi, I’m Chucky, and I’m your friend ‘till the end!” Does that resonate with you?

The alternative is to gain a unique profile for each contact, and communicate with them individually. Automation can still be leveraged, but it should be driven by the Net Promoter Score (NPS), demographics, previous interactions, products they’ve purchased, among other things. This portrait will ensure that automated communication can be specifically tailored to each of your clients.

Unlike drip communication, profile-driven strategies operate outside of linear planes. They use bits of information to form the most personalized content aimed at influencing action and shaping client behavior. Whether that be increasing referrals or just strengthening relationships and retention.

The profile can be shaped by the Net Promoter Score (NPS), demographics, previous interactions, products they’ve purchased, among other things. This portrait will ensure that automated communication can be specifically tailored to each of your clients.

There are also a couple ways of quickly boosting your reputation with contacts. One way is by substituting heavily branded emails for plain text ones. Emails that look like you actually opened your inbox and typed a message go a long way with contacts anymore. Secondly, consider sending handwritten cards for thank you’s or birthdays. There are tools available to help you automate much of this communication. Remember that it should have one key component: advanced personalization.

- Carl Maerz is a co-founder of Rocket Referrals, a startup company focused on helping businesses gain referrals from customers.

TrackBack

TrackBack URL for this entry:
https://www.typepad.com/services/trackback/6a00d83452ceb069e201bb081e19f9970d

Listed below are links to weblogs that reference A better way to do email marketing:

Comments

It took me a while to get around to reading this, but I'm glad I did. Very insightful!

The comments to this entry are closed.

« A Golden Oldie that's still a big hit | Main | Kids can be so annoying »

Technorati Bookmark: A better way to do email marketing

This site is intended for informational and conversational purposes, not to provide specific legal, investment, or tax advice.  Articles and opinions posted here are those of the author(s). Links to and from other sites are for informational purposes and are not an endorsement by this site’s sponsor.