Is this relevant to you? Even if we hadn’t posed the question, you were probably thinking that phrase all along as you read this intro. After all, you can’t waste time on trivial affairs and irrelevant fluff.
Neither can your customers, particularly now they are being bombarded all the time. That might explain why 59% of people who subscribe to a mailing lose interest within three months.
These new subscribers can average around 11% of your total email list, the marketing firm Epsilon says.
And according to the Boston-based market research group Chadwick Martin Bailey, 61% of people who do not open an email ignore it because they don’t think it is interesting enough, and 45% shun it because their inbox is too crowded.
Finally, a quarter of people in a survey by the online coupon firm Blue Kangaroo said they are fed up with marketing messages cluttering their inbox. But four out of 10 actually look forward to getting weekly updates from their favourite brands.
What all this signals is that it is getting harder than ever to reach customers with me-too messages; you have to have a razor-sharp lock on what your audiences care about if you want them to stay loyal to your brand.
In fact, ‘relevancy’ is the key word when it comes to courting modern digital consumers.
In a world with more than 630 million websites (according to February 2013 figures from Netcraft), not to mention billions of chunks of information across mobile, social media and other digital platforms, you cannot afford to be vague.
Right now, what you need to be giving your customers is valuable information that they could only get from you. Otherwise, the chances are they will get the same information from somewhere else. If that sounds like a tall order, it is.
And it is not made any easier by the fact that not all your customers will necessarily be looking for the same information from you. So you sell shoes? Does a businessman come into your shop looking for the same as a mother of two?
You do have a big advantage when it comes to making your content relevant, however.
First of all, if you have built up your email list in the way you should (by getting customers to sign up out of interest) then you are already talking to people who think you may be relevant to their needs.
Secondly, you should have data on these people. Which means you can continue to make your content even more relevant, and keep them interested. The trick is to start profiling your customers, then tailoring your content to suit those profiles.
Let’s take the shoe shop example. If you can distinguish the men and women in your list then it makes sense to send each gender different mailers, on men’s and ladies’ shoes, respectively.
You can then get even more relevant by observing how people respond to your mailers. If a customer clicks on a mountain boot promotion, for example, that could be a clue about how to grab their attention in the next mailer.
Profiling audiences in this way is time-consuming, challenging… and can go wrong if you are not careful.
If you insist on mailing your female shoe-shop customers details of high-heeled boots, for example, you could end up thinking that is what they want simply because you are not giving them any option.
But if you can get it right then you will benefit from customers that look forward to your mailings eagerly, and regularly interact with your brand. Sure, it takes some effort. However, it is a lot easier than starting from zero.
And as for the effort, don’t despair: at virtualROI we can take of everything for you. So get in touch today and find out how to make your business even more relevant to your customers.