Email and customer engagement, how it works
In Many conversations I enter, it appears that a lot is still being sent via email and post and that there is insufficient response. For years I have been amazed at the huge amount of e-mails and e-mailings that are still being sent where organizations 100 are struggling, while at most 1-2 responds. Due to insufficient personalized sending (a personal greeting and gender are no longer sufficient) and avoiding too few relevant ‘ incentives ‘ in the e-mails, the result remains low. Customers do not recognize themselves sufficiently and ignore this communication perfectly. Or even worse, they are ‘ triggered ‘ in negative terms and say subscriptions or contracts. Customer experience and customer engagement are not improved in this way.
Personalization that goes beyond personal data
With an insurer, we recently started a project to use interactive personalized video to improve this ‘ engagement ‘ with customers. A central platform uses a video template that presents real-time personal data in the video. This ensures that each recipient gets a unique video with his or her personal data. For example for explaining an account. Or about the termination of a policy and alternatives that the insurer has to offer specifically for this customer. By making messages from the same platform with links in letters (via QR code), by referring e-mails or via push notifications to digital communication channels such as app or my environment, recipients are much better stimulated to view the message. The use of personal data in interactive, personalized video ensures better customer engagement. And thus better results. In a similar example case, this integral approach resulted in many more contact moments and over 30 response. That quickly goes over a lot of money and a much better return on investment!
Content alone is not sufficient, context is ‘ king ‘
The idea that good content is decisive for success is a misleading mindset. Of course, very nice striking campaigns can get me on the move but too often I catch up that the campaign itself is stuck but the product does not. Too often this has the same effect for me as that pushy telemarkeer trying to push a product at the wrong times, while I don’t need it at all. I am overwhelmed with marketing messages that are automatically spewed out with the help of marketing automation systems. I don’t have to wait for it at all and have to empty my email inbox regularly to make matters worse. Unfortunately, the spam filters have not been able to match the power of the NO-NO sticker on physical mailings for a long time. The GDPR legislation has made a positive contribution to this and reduced the amount of spam, but I would rather see organizations changing faster from a Push-to-pull marketing where marketing messages are tailored to specific actions of consumers or customers themselves. In those cases, Marketing Automation works very well. Organizations that are able to react automatically to online interactions of consumers and customers usually do so from the context of the recipient, thereby achieving much higher results than those few percent response to email marketing. You’ll need more than just Marketing Automation.
You love me, you don’t like me…
In the field of e-mail I encounter organisations where one is convinced of the operation of e-mail as a means. But I also come across organizations that completely shut down e-mail as a communication channel and from a security thought only send notifications by e-mail with references to messages.
It is often asked about my vision of customer communication and how customer engagement can be improved. E-mail I personally still find a fine means to send and receive messages, of which I find it necessary to keep them. I cannot keep a answered question to a call center and use it later as a ‘ burden of proof ‘. E-mails, if provided with reply option, have for me certainly still value. The real change I expect to come across quickly will affect customer engagement much stronger.
Customer communication in 2020……..?
The only constant is change, the big retarding factor is man often himself. Offering personalized messages from the context of the consumer or customer (through clever use of available data) on the basis of the interaction of the consumer or customer itself is for a long time possible in terms of technology. We only do so long to change to technology-driven processes. With a 360 degree customer image and the use of the right technology, you are able to offer the right messages in automated processes. Online and offline and at the right time. Yet this is close for companies that understand that the traditional customer communication environment is a valuable engine. Integrations (for personalization and context), workflow for automated content creation and good analytics innovate this environment to a central omnichannel platform for valuable online and offline customer contacts.
For 2020, Gartner predicted that 85 would expire from customers ‘ contact with organizations without employees ‘ involvement. Harvard Business Review believes that bringing back the efforts that customers have to do is the number 1 factor for customer loyalty. Will email 2020 survive? I think so, but more in the form of notifications with referrals to online environments, whether or not along with referrals via apps or chat. To better engage customers in your organization, providing Digital self-service much more attractive.
To 2020. I can’t wait…..
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