So here’s the scoop: you’ve allocated a ton of money to your development budget, and you ask your clients how they want you to spend it on improving their experience. Do you think that a) they’re going to ask you to be front and centre to stalk them everywhere they consume this year, or b) you make better stuff at better prices with better service?
They probably (b), but they need (a).
And therein lies your challenge as a marketer / CRM boss.
Few are the communications I receive myself that I consider timely, relevant, worthwhile. And my opinion of them changes over time.
I bought a gift from Orvis in St James once (great store, outdoorsy and full of history) and eagerly read their first catalogue that duly arrived a few weeks later. And the next couple. But eventually, they just started to become clutter and went straight to the recycling bin. I hadn’t engaged with the brand in any way since my first purchase; the catalogue hadn’t worked, and I was now resenting getting the same comms each time.
Chances are a swap out for a different format – a targeted piece on one item only or invitation to an event – would’ve pulled me back in quickly and expensively (for me).
They aren’t alone, of course. One beloved internet marketer hits a frequency and channel approach that’s just slightly too high from where it needs to be (for me) with an almost daily email, vast batches of Facebook content, automated direct mail and text messages. It’s a beauty of creation and absolute marketing masterpiece. But, after N non-engagements, it starts to feel like stalking. “Oh hey, you’re on YouTube? We’re on YouTube too!”
On the flip side – I once worked with a sales agency in the middle of the UK who had run a phenomenal campaign in London to win a specific C-level client. They started by working out a few permutations on the time and route he was likely to drive to work based on where his offices were and the general locale they knew he would begin his commute. Then, they bought ads on the back of buses along the route. If he was in London, he was going to get stuck behind one of their ads somewhere, sometime.
Timed to overlap with the end of that campaign was some specific industry press and then a direct mail set. The sales guy had the easiest time ever.
The point: automated direct mail, any direct mail, is a valid part of most campaigns. But it can suffer from the same stalky approach as every other comms medium – send the wrong piece, the wrong time, to the wrong people, too personalised, not personalised enough… you lose. Get it right though and experience uplift across your entire blended outlook.