This year, LIMRA’s Social Business Conference and the Marketing & Research Conference combined to become the 2017 Marketing Conference. The event brought together top marketers to discuss digital initiatives, consumer insights, customer experience and marketing strategy. As an exhibitor and attendee, we were able to hear some of the key challenges facing the industry as show-goers stopped by our booth as well as engage in the conversation to move our brands forward during sessions that spanned three days.
Although there were many takeaways from the conference, one overarching theme was to shift from a brand-centric marketing mentality to a people or customer-centric focus. Here are two ways to transform your next email campaign to adopt this marketing mentality.
1. Begin with the “why”
Before every marketing email, ask yourself why you are sending the email and what goal would you like to achieve. Is the purpose of the email to make your customers aware of a current promotion or is it building a relationship between you and the recipient? The goal can be a number of different things, what’s important is if the message you are trying to relay will resonate with the reader so that your goal can be accomplished.
2. Avoid the “batch and blast” marketing approach
Have you tried the Customer Lifecycle Exercise? Simply put, the Customer Lifecycle Exercise is a checklist ensuring that you have marketing campaigns to reach customers at every stage of their buying journey. When it comes to emails, and avoiding the “batch and blast” marketing approach, it’s crucial to reach your customers at each stage of their customer lifecycles. Emails campaigns that have separate messages for readers in stages from research and consideration to purchase and loyalty can go a lot further than a singular approach. Focusing on merely one stage of the lifecycle, such as creating only acquisition emails, could lead to missed opportunity. One-off email campaigns are a thing of the past, traded in for marketing automation campaigns that have the ability to connect with readers more effectively.
Seth Mattison, Founder and Chief Movement Officer of FutureSight Labs, stated in his keynote to let go of some of the unwritten rules of marketing. We couldn’t agree more. Starting with these two tips can make a difference for your next email campaign, but you shouldn’t stop there. As we move forward toward customer-centered marketing, we need to adjust our mentality and our unwritten rules that have been common practice in the past.
What’s one unwritten rule that we need to be willing to let go and how can you make your 2017 marketing strategy geared more toward the people who matter most, your customers?