I hate to be the bearer of bad news…but that email you’re sending out next Monday – it’s not a marketing campaign.  A ‘real’ campaign, in the traditional and true sense of the word, is typically longer, more complex, more integrated, and more designed to drive action and engagement from a target audience.  We call it ‘joined up marketing’.

So what’s is the essence of a well-executed campaign?

1.     It’s personalised

Each customer has unique preferences and needs.  Marketers need to take these into account and personalise their offers to their customers.  The more personalised an offer is, the higher the chance of conversion.

Personalisation is not an ‘added extra’ any more.  It’s become the expectation of our customers

2.     It’s delivered through the right channel…

Multichannel communication has become the norm for both customers and marketers.  However, it doesn’t mean you should blast your campaigns to all possible channels to reach the customer!  Instead, identify the right channel by considering the customer preference data to make sure you reach your customers through their preferred channels.

3.     …at the right time

No matter how good an offer is, if it’s delivered at the wrong time, it will be less likely to be taken up.  Marketers need to be able to identify through data analytics, when the best timing is, and deliver the offer then in order to maximise the conversion rate.

This can mean campaigns at strange times of the day and night, but when you interact with your customers you need to play by their rules.  If they prefer the interaction to be outside of business hours, you have to be able to deliver that to avoid missing the chance to woo them.

So how on earth do you deliver the right message in the right way and at the right time?!  Marketing automation is the key to delivering personalised campaigns at scale.  To find out more about how Love & Humphries’ Joined up Marketing can deliver successful campaigns for your team.

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Craig Packer

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