Each of us want to engage our customers/partners by letting them now we are there for them. We want to built a relationship with them that will last for a long time. So we provide them information about our services, promotions or maybe also events.
Only mailing won’t do the job, because it looks like a one way communication. Digital people demands more from you. They want the information that matters for them, when they want and where they want. Today mailing is not enough.
But how do you this? Are you calling them all? Do you sent out a mass mail?
How can you create something that is really personal?
Take your phone
As a marketer calling everyone by phone is a time consuming job and most of time you don’t know everyone in person. A lot of people will experience it as a aggressive way of communication.
As account manager you know most of your customers, most of them will appreciate a call ones in a while. But keep a balance, don’t take the phone every small announcement.
Let’s mail
Sending a mail is less aggressive. We will allow people to read the information if they have the time. The reader has the freedom to read or ignore the communication. But keep the balance. Sent the content that matters for them. Sent to much or irrelevant information and your email address will be blacklisted and all your communication will end up in the spam box.
Let the contact choose what, where and how
Our customers/partners are not waiting until they receive your nice promotion or newsletters. They are used to immediate answers by searching on google, asking sire or google now. They demand this from your company as well. They want information when they need it and on the communication channel they choose.
That’s a difficult question to answer. But there are solutions to solve this.
For example Intercom Engage allows the customer/partner to interact with you on chat from the website or company app. If we want to to sent information we can do that through push notifications, SMS or in-app messages.
Automated messages to persons based on their behavior (long time no see on the site/app) or the pages they visit in the website are possible without the need of doing something manual. the customer will end up with more information that are tailor-made for them and are send to their preferred/used channels.
Conclusion
Find the balance.
Keep calling them to give them the feeling that you are working with them and you know them.
Sending mails is still allowed but choose what you mail. Make it count and don’t send to much.
But most of all, Provide information when they want and on the channel of their choice.
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