It is more important than ever to stay close to your customers given the global pandemic and the challenge this is presenting brands in lost opportunities and lost sales. We all know that it is cheaper to retain an existing customer than it is to acquire a new one, but what are the key things a brand can do to stay close to their customers right now?
Make your communications timely & relevant
I have lost count of the number of emails I received from brands during the first lockdown telling me what they were doing in relation to Covid-19 - there were too many & I heard from brands that hadn’t communicated to me in a significant amount of time.
Just because something is important to you doesn’t mean it is important to your customers, so just ask that ever important question “so what?” before you push send on your next campaign. Instead, is it more relevant to put that message onto your website or as a footnote to your next communication so it’s there for those who do want to know. Or just send it to your most loyal customers, rather than an entire database.
Relevancy can be driven by several key areas -
- Firstly by your customers previous trading & engagement history – how frequently does your customer usually buy from you, what are they engaging with on your emails and your website – If you haven’t already, build a communications journey from this information which will make your marketing have a greater impact and conversion. It doesn’t need to be complex, start small & grow your learnings from there.
- Secondly by supplementing your own knowledge about your customers with an external source – for example are you a DIY retailer and want to promote your outdoor range, clearly you only want to communicate to those with a garden. Or are you a furniture retailer, and would benefit from knowing if your customer was due to move home? They are likely to need new furniture, so communicating at the time it’s most relevant to them will reap the rewards.
TwentyCi can help you to fill in what you don’t already know about your customers in terms of the DNA of the property they live in or the key lifestages they may be going through like moving home.
Get in touch with us today to find out how we can help you have more relevant conversations with your existing customers.