E-mail? Tex messages? Instant messages? Social media? Phone calls? Direct mail? What channels do you use for sending marketing messages? Do you know what the preferred channel of promotional messages of your customers is?
A Forrester Consulting study commissioned by ExactTarget found that only 37% of marketers said that they actually do.
But, do you?
There are a few things that you should know before sending marketing messages.
- Adapt the message to your customers. Ensure that you are sending the right message to them!
- Use the right channel. How to choose it? Customers’ opinions about permission marketing are constantly changing. Nowadays they prefer either e-mails or text messages. But, not direct mail.
- Ask your customers how they would rather be contacted! Everybody doesn’t think the same way.
- Provide an explicit opt-ins. Do not include customers to your mailing list unless an explicit step is taken.
- Unsolicited messages are unacceptable for the majority of customers.
- The majority of Facebook users who are fans of a brand don’t allow companies to send them information through this channel.
- Even though Internet users’ are using social networking sites for written communication, they aren’t very open to receive marketing messages through them.
You’ll be more successful if you are aware of your consumer preferences and behaviors. Remember that their permission is crucial!
