Don’t flood your customers with marketing – tips for good messaging

A ping on your phone tells that you’ve got mail... And it’s another ad. Within a week, the same company has sent three messages with an ever-increasing amount of exclamation marks. Straight to the trash folder, all of them.

Marketing for just the joy of marketing or following a pre-set messaging cycle is not enough to make customers invested in your company. Juicy offers can catch the attention of a new customer and bring returning customers back for a while but offers alone are not enough to make anyone a part of an inner circle of a loyal clientele.

It’s not necessarily hard to create interesting customer communication, but there is an art to it. You have to know your customers very well to anticipate their behaviour patterns and to choose the right words, from the first one in the title to the last one in the CTA.

Finding a suitable title for an email can be surprisingly hard. And also, more important than anything! You can produce a beautiful and interesting piece of writing, but if no one opens the message, good content goes straight down the drain. For me, it’s a total no-no if the message I’ve just received has more emojis than letters. That’s not enough to pique my interest, but then again, it might be because I’m not the intended target group of the company.

REMEMBER CONSISTENCY – ON THE WEBSITE, TOO

When your lovingly crafted message has been opened, there is still some work to do before the reader visits your website. If the client has clicked your interesting title but the message is not quite as memorable, you might lose a potential customer. It’s crucial to keep them interested until they reach your website.

For me personally, informative messages are more interesting than offers or CTAs that entice you to buy something. Many companies have realized that the general flood of marketing messages is overflowing; people want something different from their corporate communication. Not every message needs to lead to a sale directly since good content makes the company more interesting and leaves a positive memory trace – both potentially useful things for future marketing.

Customers are also quite capable of finding companies that fit their values. Having the cheapest cut-price offer might not mean that a company will be successful; instead, the company that shares information about its actions and values might win out. Transparency and matching values are now better for sales than bright orange signs promising cheap prices.

TIPS FOR GOOD CUSTOMER COMMUNICATION

Know your customers: gather a sufficient amount of information so you know how to speak their language.
Don’t offer too many discounts and special deals: your customers also appreciate information.
Think about the big picture: what is the consistent message that leads the customer to your website?
Put some effort into a great title: an unopened message only makes your statistics look better.
Even if a message does not produce an immediate result, good content can still leave a positive impression.