Think about it this way. Imagine opening a card from your partner on your 30th birthday, only to find the card contained no mention of your big milestone. And the message inside was so impersonal it could’ve been addressed to their colleague. Or, worse still, their colleague’s mum, who they once met at the office Christmas party. You’d feel pretty bummed, wouldn’t you?
The same goes for your marketing communications. If you’re trying to target a message at a specific bunch of your customers, you’d go directly to them. After all, if you’re an online commerce store with 54 million likes on Facebook, you’re unlikely to send out a public post advertising money off incontinence pads. It’d have very limited appeal.
The subject of relevancy was a clear theme throughout a recent report by the UK Direct Marketing Association, sponsored by dotmailer. The results highlighted the importance of tailoring content to meet the needs of your audience. For example, 63% agreed or strongly agreed with the statement “Most of the marketing emails I receive include no content or offers that are of interest to me.”
The percentage is pretty alarming and shows that brands aren’t getting personal when it comes to addressing their prospects and customers.
What do brands need to get better at?
Let’s start with email. If you’ve got data on your customers, like gender, location, device and purchase history, use it. For instance: your campaign is focused on a new smartphone payment service, where most of the participating merchants are based in a city. Something says you’d be best off segmenting your data list based on your customers’ location and device, then crafting a message that takes advantage of that information.
When it comes to social, there are different considerations:
1. The social network
Your brand’s on Facebook, Twitter and LinkedIn. The people following you on Facebook and Twitter are likely to be brand advocates who are interested in news and updates, like your new payment service. They might already be customers. Whereas those following you on LinkedIn are most likely to be people interested in working for you and industry experts who want to know how your company’s doing, alongside journalists.
The message you put out on Facebook and Twitter would therefore tell your customers (and prospects) that the new service is available and how they can start using it. The message to journalists would be more of an announcement, preferably linking to a press release on your site.
Let’s add another layer to the story. You’re a global brand and the new payment service is available in mostly UK cities only. Rather than sending out a global public message, using a geolocation tool allows you to post social content that’s tailored to your audience in a specific locality. A great way to ensure you don’t alienate people.
So there you have it: some tips on how to talk to the right people in the right places. Download our strategy guide, Combining the power of email and social, to discover more about how these two channels can work in tandem.