What makes a customer satisfied or unsatisfied in doing business with you? A recent survey from MarketingSherpa provides important insights. The “Consumer Satisfaction Research Study,” based on data gathered from 2,400 customers, asked consumers to identify the characteristics of companies they do business with, including their marketing practices. It also asked whether they were satisfied or unsatisfied and why. As it relates to marketing, here are the top answers of “satisfied” customers:
- “It [the company] doesn’t always try to sell to me but tries to provide value” (35%)
- “Its marketing is not intrusive” (34%)
- “It is respectful of my privacy” (33%)
- “It makes me feel like I have a relationship with them” (31%)
- “Its marketing is engaging and interesting to me” (25%)
- “It knows what I like and don’t like” (23%)
Top reasons customers are unsatisfied? “It [the company] doesn’t make me feel like they have a relationship with me” (34%), “the company always tries to sell me instead of providing value” (27%), and “the company doesn’t know what I do and do not like” (16%).
So get to know your customers. Not just what they buy, but when they buy, why they buy, and their channel preferences. Be respectful of their privacy and don’t make them feel as if they are under a microscope. Instead, be subtle, engaging, and relevant. Make your audience feel as if you more interested in improving their lives than simply selling a product.
Need help targeting or personalizing your next direct mail or email campaign? Let us help.
Do you know the primary reason companies lose customers? They stop communicating with them. It is that simple. When companies stop communicating, their customers lose interest. They move on to the competition and brands that pay attention to them. This is why it is not enough to just have a customer acquisition strategy. You must have a customer retention strategy, too.
In this effort, one of your most powerful tools is personalized print. Think personalized newsletters. Personalized postcards. Personalized holiday giveaways and gifts. These are your customers. They should not be treated the same way as people you have never done business with. You need to reinforce the existing relationship and speak to customers on a personal basis.
When one chain of hair salons wanted to reduce guest churn, for example, it set up a customer retention program that included personalized direct mail. It personalized its mailers based on customer name, images, offer, salon location, and reward program status. Franchise owners started sending postcards every six weeks to stay current and top of mind with their hair salon clientele.
- The chain has a high customer retention rate.
- Its rewards program customers have a one-third higher top “spend” than other customers.
- Franchisees have a much stronger upsell rate for their female customers.
Print personalization is all about strengthening relationships. It helps you stay relevant. It helps you stay top of mind. How often do you need to send out personalized campaigns? At a minimum, more often than your competition does!
Need ideas? Let us look at your list and talk about ways you can be engaging your customers on a consistent basis.
We all know that personalization works. In fact, research from InfoTrends found that 84% of consumers said that personalization made them “much more likely” or “somewhat more likely” to open their mail. Even so, one of the secrets to success is not to rely on personalization alone.
Personalization gets you in the door—it grabs attention. But the most successful marketing efforts synergize personalized printing with additional elements. Let’s look at some of the most common, industry-wide techniques that marketers combine with personalization to turbo charge results.
- Segment first. High response rates are most often the result of layering personalization over an already highly targeted, segmented audience. A home furnishings company, for example, might target first-time homeowners. A lawn care company might send specials to existing customers who recently purchased a high volume of grass seed.
- Add the extras. Marketers often start with unusual design elements, such as oversized postcards, clear envelopes, or lumpy mail to attract attention and get people to engage initially so the personalized messaging can be read.
- Touch more than once. Effective campaigns send multi-touch campaigns to reinforce the message and remind people to respond. Personalized follow-up e-mails are commonly used.
- Incentivize. This technique is common in applications using customized landing pages, especially campaigns for lead generation or information gathering. To motivate recipients to respond, marketers might offer a gift or monetary incentive, such as a restaurant gift card or entry into a sweepstakes.
Personalization is a powerful tool, but it’s not a magic wand. Just as we don’t expect athletes to carry their team to glory all by themselves, you shouldn’t expect personalization to carry the load alone, either. Like all marketing elements, personalization works best when it is part of a collective effort.
There is strength in personalization and we’re here to help you make it happen!
Is direct mail a life hack? According to LifeHack.org, the answer is yes. At least, it’s a marketing hack every company should know. Here are 10 reasons direct mail needs to be one of your marketing hacks.
- Increases branding and keeps your company top of mind.
- Is one of the most inexpensive, yet most effective marketing strategies.
- Is seen by 98% of recipients the same day it is delivered.
- Evades the spam filter.
- Can serve a variety of marketing goals, from short-term promotions (coupons, flyers) to an ongoing, more extensive customer retention strategy.
- Builds long-term customer relationships. Think birthday cards, holiday reminders, and newsletters.
- Serves as an information-gathering tool. Surveys and questionnaires are a great way to leverage direct mail.
- Is highly measurable. Think coupons, codes, and campaign-specific landing pages, as well as call tracking.
- Is highly targetable. With all the data available, direct mail can be targeted with extreme precision.
- Can be a powerful part of an integrated, cross-channel marketing campaign. According to the Direct Marketing Association, using two channels increases the customers’ value by 20-60%. Across three channels, it increases the customers’ value 60-125%.
Want more reasons to love direct mail? Give us a call.
List drawn from “The Importance of Direct Mail to Your Company’s Marketing” (LifeHack http://www.lifehack.org/articles/work/the-importance-of-direct-mail-to-your-companys-marketing.html).
I believe there are two kinds of people in this world:
- People that love change
- People that fear change
I happen to be one of those that love change. I look forward to new challenges, learning new things and continually improving.
So, why do some people fear change? According to the Harvard Business Review, there are 10 reasons why people resist change:
- Loss of control – change can interfere with autonomy.
- Excess uncertainty – “Better the devil you know than the devil you don’t know.”
- The surprise when change happens quickly.
- Things seem different and we are creatures of habit.
- Loss of face if what is changing is something that you created or implemented.
- Concerns about competence – can I do it?
- More work – change does require work!
- The ripple effect – the change can disrupt other areas.
- Past resentment – change can be the catalyst for the opening of old hurts and wounds.
- It can hurt – at times, change can be a real threat.
If you are in a leadership role and responsible for rolling out a change within your organization, embrace transparency. Honestly let people know what the change is, why it is needed, what will be the challenges the organization will face if it doesn’t change, what are the ripple effects that may happen and give them the necessary time to digest the information and be ready to answer their questions and concerns.
If there are real threats to the change be sure to share them with those you are leading and help them brainstorm solutions so that there is minimal stress and damage to individuals. You may not be able to make them feel better about the coming change, but an effective leader can help minimize the related stress and fear.
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