This article is the second of a series of the most successful marketing campaigns. For every campaign, we’ll give you tips and best practices!

As the customer life-cycle can sometimes resemble a romantic relationship, we will show you how to create your happily ever after.

The customer life-cycle experiences constant evolution, similar to a romantic relationship. Different phases require different actions and attention but the end goal remains the same: you want to be together forever and have your customer be as happy as possible.

In the previous article, we talked about welcome series. Let’s now focus on how to increase engagement:

Engagement Series (aka how to keep the magic alive)

You made it past the first date- well done! You now want to get to know the person a little better and strengthen your relationship. Communication is key in these next steps in order to ensure they are engaged, involved and that you keep the magic alive.

 

Tip #1: Email

Emails are the glue of your relationship. Pay no attention to those who say emails are a thing of the past. On the contrary, they remain the best way to reach your audience and consumers are increasingly active in their inbox. Ask yourself, how many times have you checked your mailbox to see if you had new emails today? How about within the last hour? But beware, if you want your customers to be receptive to your emails, there are some rules to follow…

 

1. Segmentation

The more you succeed in segmenting your audience in small groups, the more relevant your communications will be. You can use two types of segmentation (or a combination of both): demographic and behavioral.

  • For demographic segmentation, your criteria will thus be age, gender, socio-professional status and so on. When looking at the age, for example, a 40-year-old and a 25-year-old person will not necessarily have the same expectations in terms of communication, and will not be equally receptive to the same email. Choose your personas, and determine your messages accordingly.
  • For behavioral segmentation, focus on the visiting behavior of your website/ app, consumption and purchase patterns or volume of purchase for example. The more precise your segment, the more personalized your communications will be.

2. Dymanic Content

Now that you have segmented your consumers, it will be easier to create personalized content for each of them. And thanks to marketing automation, you can easily create dynamic content!
Instead of creating 5 different emails for your 5 segments, you can create only one and choose which parts of your emails that will be a variable (images, subject, text). The use of dynamic content caters to the specific needs and desires of your customers and helps increase conversion among segments. Here is an example of location-based dynamic content.

3. Subject line

The all-important subject line … the most challenging and rewarding part of email marketing. We may spend time creating fun, personalized, aesthetically appealing content, however, if an email is never opened our efforts were in vain. So here are some tips to improve your open rate:

  • Do not use words like “free, discount, deal …”: your audience is already overwhelmed by topics of this type, sometimes even in CAPITAL LETTERS, so it will not stand out amongst your competition. Find a more original way to bring to light your promotion.
  • Length: neither too long nor too short, find the perfect medium. Generally, a subject between 30 and 50 characters is ideal. You have the opportunity to concisely express the content of your email and it will legible/coherent on mobile devices. Keep in mind that 77% of emails are open on mobile devices, so your subject may be cut off if it’s too long.
  • Personalization: As explained in the previous point, marketing automation allows you to customize your subjects more than ever. So use dynamic content or variable tags (like the first name) to get your audience’s attention.
  • Relevance: Do not lie. Whet your audience’s appetite and arouse curiosity, but stay honest. If they do not find what they expect inside the email, they could be disappointed and you will lose points.

4. Frequency

Nobody wants to feel suffocated- it’s certainly not the best way to make your relationship evolve.

There is no optimal sending frequency, as it may depend on your industry/offer type/ seasonality. However, according to a study by SendGrid, the average send rate in 2017 was 8.1 times per month across all industries (with the lowest rate being 3 emails per month and the highest 25). There is also evidence that sending emails midweek tend to yield the best results. Your goal is to keep unsubscribe rates as low as possible, so finding that sweet spot for each segment is very important. And when in doubt, use other mediums or channels to communicate with them.

Now enough about emails! Other channels of distribution exist, and so many other ways to be heard, exchange, and connect with your consumers. After all, it is the diversity and originality that makes a relationship last.

 

Tip #2: Social Media

Participating in social media has various benefits: showing off your brand, listening to what your consumers are saying about you and your competition, generating engagement, and improving brand loyalty.
It’s not necessary to be present on all social media channels, so be selective of which yield the best ROI and value to your business- less is sometimes more. Social media is an effective way to increase website traffic, reduce marketing costs and most importantly provide interactive experiences!

  • Create quizzes, surveys and generally seek to learn more about your audience. People like to participate, so give them a simple way to express themselves. This allows you to grow your marketing database, collect opinions, inform your target audience about a particular event … But be funny! Social media prioritized entertainment, so use relevant images, keep your questions and answers short or create a simple poll
  • Host giveaways or contests: entice your target to participate by offering rewards that are worth it! You can quickly increase your subscriber base, have better visibility and optimize your reputation- all while being playful!.
  • Always encourage your target to share your content on social media, this will help expand your following on each channel. And if your content is particularly entertaining (games, quizzes, contests, videos, etc.) people will likely share. Another tactic is to reward customers for sharing content (think bonus entries in a contest or extra points on a loyalty card)

-Finally, be sure to coordinate your messages across the different channels to be consistent and true to your brand

Tip #3: Influencing Marketing

Engaging influencers for your brand can have a strong added value. Influential people with subscribers who follow their adventures can help you reach your target differently but especially to have a higher credibility. You can contact influencers on different channels. Here are a few tips:

  • Instagram and Youtube are obviously very popular channels for promoting your products. But to have more impact, try to find other alternatives to get your influencers to say they’re advertising you (the #ad we see everywhere can quickly tarnish the credibility you’re trying to get). Try to make them mention “NameoftheBrand Partnership”.
  • Blogs are another way to showcase your products as well. An article is more detailed and transparent than a post and will inspire more confidence.
  • Do not leave out other social media if they can be useful for your brand, like Twitter, Facebook, Snapchat, Pinterest, Tumblr.
  • TV advertising: if you do, consider using your influencers rather than strangers or celebrities, your target could identify more easily with them

Yes, relationships often require a lot of investment, but the more attentive you are with your partner the more rewarding the relationship.