What Your Customers Really Want From Your Emails
Customers want a genuine smile from your brand. Maybe even a dance. They yearn to be authentically loved, validated and showered in free ongoing gifts. They expect it all and your brand should expect nothing in return. If customers like all the attention you have lavished on their needs, wants and desires and the time is right – then maybe, just maybe, they’ll open their spending habit to you, fall madly into your sales funnel and buy, buy, buy, buy!
Doing the Customer-First Marketing dance is a long game. It’s counterintuitive. You want to brag and boast about yourself and what you offer and it’s hard to hear that no one really cares. All they care about is their own interests. This means that your marketing messages and services need to be tailored to serving those interests first and foremost.
Not so sure? Check out the research below from Marketing Sherpa.
It means that every bit of your marketing should put the interests of your customer before the interests of your own brand. That five per cent in the graph that says it’s not important to them? Liars. It’s puff-chested bravado from customers with hurt in their hearts just waiting to be served some wholesome content, offers, and freebies that help them do something better. Helps them be something better.
Do it right, do it properly
So how do you activate Customer-First marketing correctly?
- Provide a good service. Be honest about your product or service. If you aren’t premium, don’t try to be and don’t charge like you are. Be good at what you do, and advertise honestly about the service you provide. Your solution is right for someone, not everyone.
- Find your tribe. Find the groups of people that want or need you, then market to them with gusto. No one can be all things to all people, but finding your tribe will mean you don’t need to be.
- Use the MarTech, Luke. Is what Yoda would say today. With so much data and so much technology, modern marketers are spoiled for choice in understanding people’s habits and needs. Smart tactics include: encourage consumers to update their preferences; use Google Analytics features to map customer interests; use automated workflows for personalised content based on customer habits and profile.
Consumers are overwhelmed with choices. Ads and marketing bombard their social feeds, podcasts, contextual ads, email…the list is endless and they get adept at tuning it out. However, the good stuff cuts through and allows you to start them on the journey to their holy grail – your sale.
Give customers what they want
Knowing how your customer behaves gives you a better understanding of where they are at in a buying cycle and what else they might need to complement other purchases.
- Granular segmentation. Sure, you’ve segmented lists for different offers and communiques but business need to step it up to next level segmentation based on customer behaviour. Have they already bought the camera that you are still retargeting them with ads? Can their cart value be increased with a new lense or printer?
- Cross-channel consistency: deliver ads with a considered frequency that are coordinated across mobile, social, display, and other channels and devices will help with a coordinated conversion.
- Optimise messaging: use your data points to serve messaging with the best combination of offers based on past behaviour and identity.
Customers can feel it when a brand gets them. Knowing your customer in detail makes the relationship a whole lot easier. When you know what they like, you can give them advertising and offers they will enjoy. They will trust you, be loyal and your business performance will grow in leaps and bounds.
Customers come first
Customer-First email marketing put the needs of customers before the goals and objectives of a campaign.
If a Company-First email is heavily transactional (Buy this stuff on sale for a limited time!), then Customer-First emails speak to the needs of a specific audience targeted with tight data that treats everyone as an individual based on past behaviour and personal profile.
Customers won’t feel like you just want to sell them stuff; they’ll feel like they are being offered something that they can use and enjoy because it enhances their life.
Great, so how do you do all that?
You get the theory, so what does good Customer-First email marketing look like in practise? It starts with a good technology platform.
For maximum success, you’re looking for a platform that is purpose-built for engaging customers. The platform should be powerful but easy to use. You’ll need technology that helps marketers tailor messaging for different stages of the customer lifecycle. It needs to be unified so that all this can be done in the one spot, and should easily integrate with other sales solutions via the latest API technologies.
In a nutshell, you want a marketing technology platform that tick’s boxes for:
- Identifying customer profiles and behaviours
- Recognises behaviours across all channels and devices
- Talks to customers in a personal way
- Measures marketing impacts across all channels
- Provides multi-user functionality for team access
- Delivers a single customer view
Nail all that and you’ll be far ahead of the pack. Customers will love you, and love that you really, really understand them. Finally, the long game marketing courtship will result in customer loyalty that yields sales, referrals, reviews, and almost anything you ask as long as you keep it real and show that you get them.