Tag: database marketing
Shamir Duverseau

3 Steps to Knowing Your Customers Better

According to NationalDayCalendar.com, Get to Know Your Customers Day is observed annually on the third Thursday of each quarter (January, April, July, October). It’s a day intended to encourage businesses to reach out to their patrons and get to know them better.

Oh, you had no idea that today was Get to Know Your Customers Day? Me neither. Evidently, I missed National Salami Day and National Ampersand Day last month as well, but luckily, I am catching this one just in time. All joking aside, taking a day a quarter to reflect on consumer insights and personalization is more than a great idea—it’s essential to your marketing strategy.

So, in honor of this occasion, here are three basic steps we can all follow to learn more about our customers and act accordingly.

#1 Learn their preferences

The best way to collect customer preferences? Ask them! If they are a part of your email database, send an email and ask them what they would like to learn more about, what products or services they are interested in, how and when they want to hear from you.

You can also capture this information while visitors are on your site. Software tools such as Qualtrics, HotJar, and SurveyMonkey enable you to serve visitors with a simple survey while they are already engaging with your brand.

Today’s consumers expect personalization, so they will appreciate that you’re taking an interest in their preferences.

#2 Store their preferences

Now that you asked for the information, you have to put it somewhere—ideally a client relationship management (CRM) system. Because this information may be coming from various sources, a customer data platform like Tealium can help you unify and accurately connect those data points to the same person across multiple touchpoints and send that information to your CRM. This way you can build a comprehensive customer view in real time and take the next steps within the technologies you already use.

3) Use their preferences

You’ve asked the right questions and collected the right information. To make all that data valuable, you have to act on it. Your customers’ preferences should be reflected in the experiences you provide for them. You’ll be showing them that what they say matters, while simultaneously encouraging further engagement with and loyalty to your brand.

There are countless ways to leverage customer insights to further engagement and personalization. As one example, we recently built a personalization campaign for a travel client that promoted travel destinations based on data; if most New York residents who visited the site ended up booking a stay in Florida, the site would promote Florida offers for all visitors from New York. However, once that same New York person visited a specific destination page on the site, such as California, the promotional offers would shift from Florida to California. This use of customer preference data increased revenue per visit by 45%.

As marketers, we tend to make decisions based on our personal experiences and opinions. But the truth is, it’s not about us.

You may not be able to achieve 1:1 personalization or engagement—at least not across all touchpoints. Most businesses can’t. However, most brands can get a lot closer than they are today. And the closer you get—the better you get to know your customer—the better the results.

Key Takeaways

  • Today’s consumers expect personalization, so they will appreciate that you’re taking an interest in their preferences The best way to collect customer preferences? Ask them!
  • Software tools such as Qualtrics, HotJar, and SurveyMonkey enable you to serve visitors with a simple survey while they are already engaging with your brand.
  • Data about consumers needs to be stored somewhere; a customer data platform like Tealium can help you unify and accurately connect those data points to the same person across multiple touchpoints and send that information to your CRM.
  • Your customers’ preferences should be reflected in the experiences you provide for them. You’ll be showing them that what they say matters, while simultaneously encouraging further engagement with and loyalty to your brand.

 

Tag: database marketing
Alex Corzo

5 Components to an Email Apology

Don’t worry, it’s happened to the best of us.

You sent a marketing email too soon and left placeholder copy in the subject line—you know, the dreaded “Subject Line Goes Here.” Your invitations had the wrong date on them. Your team sent a members-only promotion—to non-members. Your automation went haywire and sent seven simultaneous, identical emails to everyone on your list (yes, it’s happened). The deals you sent your subscribers expired last week. Every single email was addressed to “Dear [First Name].”

The horror!

Even the best laid email plans can come undone at the click of a button. Email is dynamic, complex, and fast—it’s nearly impossible to avoid mistakes completely. Truthfully, the results of most misfired emails are rarely catastrophic. Sometimes, these mistakes can even be an opportunity for a real connection with your customers. Regardless, your regret will be palpable. Nothing like a good reminder to stick to an email marketing checklist and protocol before every send. Download a copy of our email marketing checklist below!

When to Send an Apology

Saying you’re sorry can go a long way toward winning back trust. In addition to an apology, sometimes a correction is urgently required. You might even feel so badly about the rogue email that you want to offer your customers a short-term discount on your products or services, just to ease the pain.

However, not every flub warrants an apology. Drawing too much attention to the error might only frustrate your subscribers more. If your error is quite clearly a mistake—e.g., you left [Test] in the subject line, or your image caption read “image caption here”—definitely move on. Your subscribers already did.

But if the possible ramifications have you weak in the knees, then you probably need to craft a follow-up. Send an apology email (within 24 hours, if possible!) when:

  • You need to correct an important fact
  • Your customers may have concerns about security
  • Something about the email impedes a user to act (expired coupons, bad links, etc.)
  • Mistaken content might make subscribers think they signed up for the wrong list
  • The glitch may construe the email as spam
  • Your recipients are possibly offended by the content

In these cases, your subscribers definitely deserve some reassurances.

5 Components of a Well-Crafted Apology

From my work with marketers to my experiences as a consumer, I’ve seen lots of occasions for apologies as well as both superb and awful executions. Here are my suggestions for a crafting a thoughtful follow-up to an errant email:

  1. Admit the mistake. Address the fact that your consumer may have received an email from you that was sent in or contains an error. Use a tone that is in keeping with your brand voice. If that means humor is appropriate, by all means keep the tone light. “Our server had a rough day” or, “Oops, let’s pretend that didn’t happen.” Laughing at yourself gives subscribers a reason to forgive you. If your brand voice is more serious, or the mistake caused inconvenience of offense, don’t make light of it. Use good judgment here so you’re not adding gasoline to the fire.
  2. Take responsibility for the mistake and reassure your audience. “We care about our customers above all else and are taking steps to ensure this doesn’t happen again.” If the error might have consumers concerned that their data was compromised in any way, be sure to address that right away.
  3. Remind them why they have opted in. You may want to take this opportunity to remind your customers why they are on your mailing list in the first place, and what they should expect to receive in the future. “We hope you’ll continue to enjoy our newsletters and receive the latest product updates, promotions and more.” This will help mitigate opt-outs.
  4. One more apology. Round out your letter with a little more humility. “Again, we’re sorry for this inconvenience.”
  5. Close with sincerity. Anything you can do to make the letter feel genuine and less like another mass email that started the problem to begin with, the better. Customize and personalize to a degree that makes sense but without missing the window. Again, try to send this apology within 24-hours to help prevent further confusion and attrition.

You may be pleasantly delighted by the results; your apology will likely be met with strong open rates. After all, who doesn’t love reading an apology or (sadly) delight in the mistakes of others! But don’t get greedy and start planning small mistakes for the sole purpose of apologizing for them. Some brands fabricate disasters just for the bump in response, and obviously that’s a little too sketchy for us pandas. As is true with many marketing tactics, the ends don’t always justify the means.

While it’s hard to avoid all possible marketing mistakes, you can do your best to prepare for and address them thoughtfully when they happen. There’s nothing like a good (and embarrassing) mistake to remind you to enlist a professional proofreader, to test and scan every email and to double check your lists and campaigns. When it comes to marketing blunders, prevention is the best medicine.

Key Takeaways

  • Even the best laid email plans can come undone at the click of a button. Email is dynamic, complex, and fast—it’s nearly impossible to avoid mistakes completely.
  • Sometimes, these mistakes can even be an opportunity for a real connection with your customers.
  • Apology emails are always warranted—or even a good idea. Don’t call out harmless mistakes that don’t effect subscribers action.
  • Time is of the essence: Send an apology email within 24 hours, if possible
  • In your email, admit the mistake, offer necessary reassurances, remind your audience why they subscribed in the first place, fall on your sword and close with sincerity.