Increasing Responses to Marketing Messages

by | Nov 14, 2017 | Customer Service | 0 comments

“Market research indicates that specific tactics can produce impressive results in boosting response rates. Interactive content and highly personalized emails are some tactics that can boost customer response,” – CampaignMonitor.com

Buyers, consumers, and customers represent a critical constituent in business operations and commercial transactions. These entities have gained significant heft in modern times owing to a number of factors. These include, inter alia, the sheer range of goods and services available to modern customers, higher levels of customer empowerment, the expanding scope of customer choice, and competitive markets that encourage customers to cherry pick merchandise. In response to these trends, brands and businesses must ensure that marketing messages and marketing campaigns gain significant ROI in terms of customer response. We shall some of the techniques to ensure the above outcomes in the following paragraphs.

Online surveys are a common instrument deployed by marketers. The intent is to seek information pertaining to customer needs and requirements. The collected data can inform the creation of subsequent marketing messages. Therefore, businesses must create short and brief surveys designed to extract focussed information. Market research indicates that a majority of customers are willing to spend about five minutes to complete an online survey. In light of this data, brands and businesses should put together surveys that convey a sober request and consume a brief amount of the customer’s time. This approach spotlights the respect a brand has for the customer’s time and response.

Businesses can choose to offer cash incentives, gift cards, and discounts to customers that undertake to read marketing messages. This is a useful tactic because it offers consumers a tangible return in exchange for their time. For instance, an online business can deploy short in-app messages that incorporate a certain code. Customers are entitled to any of the above devices when they read the message and click the code. We note that said messages pop up at random in the course of the customer’s app browsing experience. This technique can encourage more customers to visit and experience mobile apps, thereby boosting their chances of encountering said marketing messages.

Traditional brick-and-mortar enterprises can invest in similar tactics based on incentives. For instance, a consumer electronics business can erect pop-up stalls at retail destinations. Staff members managing these stalls can interact with visitors and passers-by and attract their attention to the latest commercial offerings. These marketing messages are boosted when members of the public collect discount codes and coupons for use at their next visit to said electronics retailer. We note that this tactic can significantly boost customer response to marketing messages because it incentivises customers to sample the merchandise offered by said retailer.

Old school marketing messages are packaged in envelopes that encourage a customer response. For instance, a business can despatch such messages to their consumers via snail mail systems. The marketing message can be in the form of printed content that is affixed to an envelope bearing the business address and pre-paid postage. Customers and consumers are required to peruse the message, indicate their response, and drop said envelope in a postal box. We note that this marketing tactic empowers the business to reach a wide range of customers across regions and geographies at minimal expense. Additionally, the customer bears no cost while sharing his or her response to said marketing messages. Further, this tactic might appeal to modern customers that face saturation in terms of electronic commercial messages. In light of these factors, brands and businesses may explore this marketing channel in a bid to elicit a wider response to their marketing messages.

Email-driven marketing is a favoured tactic among modern marketers. Brands and businesses around the world deploy marketing messages through email systems. However, a major hindrance manifests in the fact that modern customers have short attention spans splintered further by the blitzkrieg of commercial messages. Therefore, commercial operators are advised to optimise their marketing strategies by broadcasting emails based on time of day. For instance, analytics dashboards and ‘open rates’ may indicate that the maximum response is gained when marketers send emails at mid-day. This information should be acted upon in a bid to enhance the ROI on marketing messages. Further, email-driven marketing must incorporate the extensive use of images and colour combinations. These tactics attract customer attention and heighten the likelihood of customer response.

Further to the above, we note that every marketing email should be proof read for grammar errors, spelling mistakes, and wrong placement of phrases, etc. This is important because marketing messages should promote flawless communications. Errors can invite customer ire and negative actions that consign future emails to the ‘spam’ folder. Further, inadvertent, or careless mistakes can ruin a brand image and project an unprofessional image of a brand or product. In light of the above, email marketers must exercise extreme caution and vet marketing content before they actuate an email-driven marketing campaign.

Display advertisements such as online banner ads are common marketing messages aimed at Internet users. Display ads also appear as contextual marketing communications on SERPs and inside consumer mobile apps. Typically, the ‘click’ on a banner ad or a display ad signals user interest and indicates a measure of success for such marketing messages. Therefore, marketers can use techniques to attract customer attention to this advertisement format. For instance, marketers can position high definition product images inside display ads to encourage interaction with customers. Similarly, a banner ad is gamified when marketers position a moving target that invites customers to click and depose said target. Search engine result pages can enhance customer convenience when they position display ads depicting products and merchandise relevant to the consumer’s search queries. We note that these tactics enable businesses to elicit a high degree of customer response to online marketing messages.

Internet links can boost the power of text message-driven marketing campaigns. We note that text messages represent a viable marketing platform owing to the sheer ubiquity of the mobile phone and smartphones. Therefore, brands and businesses can fashion marketing messages directed at the ‘SMS’ folders of consumers. URL-shortening techniques empower marketers to include brief web-links in these messages. The accompanying text can invite customers to click said links and open a product page or a service guarantee, thereby whetting customer appetites. The outcome of such cost-efficient marketing techniques includes deeper market traction for businesses and higher customer engagement.

In the preceding paragraphs, we have examined some of the techniques that enable businesses to elicit higher response rates to marketing messages. Commercial operators must realise that engaging the customer and igniting customer interest remain key to the success of any marketing campaign. Therefore, said operators are advised to use modern data sciences, data points, digital dashboards, customer response rates, and other parameters to measure and boost the customer response to marketing campaigns. That said, we underline the fact that every marketing campaign should be carefully scrutinised prior to launch. Once operationalized, marketers must pay close attention to the feedback in an attempt to guide the campaign to desired outcomes. Fluctuating customer response may merit changes in the campaign with a view to amplify outcomes. Further, modern brands and businesses should focus on innovation in a bid to outmanoeuvre the competition and to create an outstanding instance of brand marketing.

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