In an attempt to keep up with a technology-equipped consumer, marketing campaigns are becoming more and more targeted.
Leverage the Email Ocean
Popular ad-blocking software is now available on every web browser, which significantly reduces the waves of ads consumers see on webpages. More advanced email clients now sort emails before the consumer even takes a look. Forbes ran an interesting article recently on the most unsubscribed emails[1]. We have all been there, the breaking point of the email typhoon. Sometimes it comes as a mass email unsubscribe, other times just one or two particularly pesky emails. The reasons for un-subscriptions vary from simply too many emails a week to content that is not meaningful.
Many companies use email to reach their customers, but is the value of inbox access diminishing? How do organizations get meaningful content in front of the right consumers without getting themselves on the most unsubscribed email list? Visibility is key in this quest to stay above water; without visibility into other parts of the organization, and into company-wide campaign efforts, email rejection can be accidental.
I Love This Offer, but Enough Already…
Take, for example, a large clothing retailer. Let’s say they are running a campaign on an end-of-season store-wide 20% off clearance sale for which they send out a promotional email. Additionally, let’s say that the children’s department has yet another offer, and the women’s department is running a different campaign. If a consumer is subscribed under a blanket of lists based on purchasing history (company, children’s, and women’s), they could be receiving up to three emails in one week! While the content may be meaningful, chances are they are tuning out after the first offer. Without company-wide visibility, the retailer may have just taken a potential in-store customer visit and transformed them into an irritated email unsubscriber.
What lists have you unsubscribed from? Does it affect how you plan to interact with the brand in the future?
To ease the challenges associated with company-wide visibility into campaign efforts, an internal social network connects employees quickly and efficiently to ensure their campaign efforts aren’t wasted. In fact, collaboration between many different business units can often amplify campaigns to be more effective than they might otherwise have been alone.
Explore Gartner’s latest report on critical capabilities for social software in the workplace.
