:: RELEVANCY - NEW & IMPROVED
Marketing messages are everywhere. And that’s not necessarily a bad thing, unless yours are the ones being ignored. As marketers, we’re always looking for the most effective way to deliver messages to customers that will make them take notice and take action.

But getting your message to your customers when and where they want them is only half the battle in any marketing program. If what you get them doesn’t speak directly to them, if it’s not relevant to their preferences, likes, dislikes, location, age, gender, etc. and doesn’t entice them to respond in some way, then it doesn’t necessarily matter how they got the message, they are sending you a message – “Not interested.”

In a recent Forrester article, Christine Sivey Overby states “Mainstream consumers are…demanding…experiences that are intuitive, engaging, and relevant.” Consumers will simply tune out when the information is not applicable to them, or worse yet, go somewhere else. We need to make our messages speak directly to our customers. By doing so, we not only increase their relevancy, but we enhance our relationship with our customers, increasing their trust and ultimately their loyalty.

Marketers need to do this across the board – in email, direct mail, newsletters – every communication that goes out to our customers should tell them that we know who they are and what their needs are. By coordinating those efforts, getting our customers the information they want, how they want it, you’ll increase your results dramatically. Gartner analyst Adam Sarner states, “Programs that deliver well timed, relevant marketing offers through multiple channels out-perform traditional passive approaches by a factor of 10.”

Direct mail and email marketing have only just begun to see their fullest potential. With new, emerging technology in these arenas, you can pinpoint your customer’s likes, dislikes, wants and needs better than ever before, giving relevancy a whole new dimension.

Andy Frawley
Click Tactics, CEO

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