Friday evening, 20:00 sharp and my weekend has started. My phone vibrates, you sent me an email! The subject triggers me. I open your e-mail, but that’s where it goes wrong: ‘Dear Sir/Madam’… Why this doubt, you know who I am, don’t you? Without reading further, I’m moving your email to my trash. I have not (yet) bothered to unsubscribe from your mailing list. However, on your next attempt you will be 1-0 down anyway. Shame!
Is this a description of an exceptional case? Unfortunately not. At least not based on my experience. And I’m not just talking about e-mails from parties unknown to me. My insurer has known me as Bert for a long time. Automated communication with your customers is very important. Marketing campaigns with the right content, at the right time, aimed at the right person and via the right channel. Basically just the holy grail in marketing. Cards on the table: I don’t know the secret either. But I would like to take you along in my way of thinking and working, in 5 steps.
1. Visualize your customer together
Ask yourself: what makes you really excited about an email? That you not only read the email, but also take action when prompted? This is often because the sender seems to know exactly who you are and what you need at that moment. How do they do that? By starting at the beginning, and no, that is not when writing that (in your eyes) perfect email!
I still see them too often: emails that tell me what the sender has to offer. The best emails tell me what I need or create that need on the spot . So know who your customer is. Popularly VP Technical Email Lists said, that 360-degree customer view.
Use the knowledge of your colleagues for this, among other things. For example, your friends from sales are often in direct contact with the customers you want to approach. Don’t forget your marketing or development colleagues either. They often have no direct customer contact, but they do have data. Lots of dates! Ask them the shirt off the body. About the customers themselves, but also about their behaviour.
- Which (mail) campaigns have been sent in the past?
- What results were achieved then?
- What worked, and most importantly, what didn’t?
- Which pages on your website are visited regularly?
2. Think ahead
Check, the image of your customer is now as complete as possible. Tap an email and campaign live in 3, 2, 1… or wait, step back. Ask yourself: what do I want to achieve with my campaign? Not very complicated, of course, selling my product or service! Nice, let’s do that. What do you do with recipients who do not convert directly, but interact with your content in a different way? Tip : use tags. In this way, make clear who opens your mail, forwards or clicks on a CTA. This is important information for a follow-up campaign! And this doesn’t have to be another mail campaign. Do you remember those sales colleagues? Nice call list.