Everyday inboxes around the world are filled with messages
that brands want you to see. There are not enough hours in the day to read all
of them. So what do you do? You read the ones with relevant messaging.
Relevance is a simple concept. Send me messages I want to
read and I'll read them. Case in point; iTunes. After using their services for
many years you'd think they know better than to send me messages about
performers like Justin Bieber. It leaves me shaking my head. I am not a
"Belieber," never have been and never will be; especially after the
negative press he has been getting lately. iTunes is not listening to their
customer. Kind of ironic isn't it? Makes you want to grab your mouse and find
that unsubscribe link as soon as possible.
Behavioral email marketing can fix this. Brands can use an automated email system that
collects data from purchases and interests to target specific campaigns to a
specific person. Tracking behavior and providing a relevant message to the
email recipient will do a lot for those overcrowded inboxes. Thus driving more
orders/revenue. The key here is to know what the customer wants and deliver it
to them. This leads to more relevant emails arriving in your customer's in box
and keeping them away from the dreaded unsubscribe link. Brand synergy at its best.
The more relevant the email the more effective it will be. Relevance
is key and helps translate to a better customer relationship and the brand's
opportunity to improve on ROI. Remember, the more relevant the message, the
more likely the customer will buy. People who receive irrelevant content will
either delete the message unread or click unsubscribe; and brands don't want
that.
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