Tagged 'customer engagement'

From Interaction to Engagement: Why it’s a Must Move for Marketers

Posted by Glenn Pingul on March 28th, 2014 at 12:40 pm

What’s the difference between an interaction and an engagement? What does it take to move to continuous customer engagement? And most importantly, does the payoff justify the required level of effort?
Online dating seems to be all the rage these days – even earning its own show on Bravo (or so my wife tells me). And while we’ve all seen the eHarmony commercials touting success, it’s still hard not to question the practicality of this approach. You select a few attributes that describe you, receive a recommendation based on someone having a few of your few attributes, and voila – it’s time for your first date! But what’s the chance of turning that first date – which is solely based on a narrow set of attributes and perhaps some assumptions – into a second date and eventually, a long-term relationship?
Luckily for me, I’m a happily married man of nineteen years so I haven’t had to dabble in the online dating scene. Yes, the days of traditional dating required some ‘strategic planning’, but the chance of finding your perfect match was far greater than today’s age of ‘stranger dating’. Engaging in discussion, learning likes and dislikes, observing... Read more

Courting Your Customer: Signing Up is Just the Beginning

Posted by Ann Breckenkamp on March 11th, 2014 at 12:43 pm

According to ExactTarget’s “2014 State of Marketing” report, only about 40% of marketers are currently using some type of Welcome Series to introduce new customers to their product or service. Given how expensive it can be to acquire new customers and how fleeting most customer relationships tend to be in this day and age, not having any type of onboarding flow is a lost opportunity that most marketers cannot afford.
Whether you already have some type of onboarding campaign and you’re exploring ways to improve your existing flow, or you’re part of the majority looking to create an onboarding flow for the first time, this post offers a few best practices on how to execute a welcome strategy that will drive real results. Below we’ll provide tips for not only keeping your newest customers around for the long haul, but for turning them into loyal advocates who can help drive your business success.
1) Welcome new customers immediately with a clear call-to-action.
Thank your new customers right away for signing up and introduce them to the best aspects of your product or service. You can adapt the content of your first welcome message depending on your end goals, but the important part is that... Read more

The CMO's Guide to "Her"

Posted by Ann Breckenkamp on February 27th, 2014 at 10:08 am

As marketers, we should all take lessons from Spike Jonze's "Best Picture" nominee, "Her," when crafting the strategy for our next campaign. This futuristic film features Joaquin Phoenix as Theo, a lonely soul who falls in love with his intelligent computer operating system (OS) named Samantha. Samantha is the embodiment of artificial intelligence—although she is just a piece of software, she adapts and evolves her behavior by synthesizing personal experiences and knowledge, building humanlike relationships along the way.
From the very beginning of the film, Samantha tries to learn Theo’s preferences, needs and desires so she can tailor her communication with him accordingly. She collects data from a variety of sources to inform her interactions: she reads his emails and other computer files, views the world around him through the lens of his mobile phone, and even converses with him about his feelings. Because Samantha is a sophisticated technology, she can quickly process these loads of data and immediately apply them to create very personalized and meaningful interactions with Theo.
Based on Theo’s past behavior, Samantha learns to anticipate his needs in her role as his personal assistant, friend and confidant. She knows when and how to most effectively offer encouragement, tell... Read more

Eleven Subscribers Snoozing

Posted by Amy Kauffman on December 24th, 2012 at 6:00 am

“Boring!” It’s the nemesis of all content writers and it threatens to creep into your newsletters. As soon as boring content shows its face, you can kiss the inbox goodbye and start staking out real estate in the recycle bin. What to do? Follow these eleven tips to keep your subscribers engaged from the headline all the way to the fine print.
1. Tantalize with a fabulous headline.
Ask a question, promise a list of tips, or offer free industry-related advice. If your headline is a lemon, your readers won’t take the time to read further.
2. Write about what you know.
Fill your newsletter content with the things you consider yourself to be an expert on rather than falling back on someone else’s content.
3. Choose current hot topics from your industry.
Follow blogs and stay up to date on new product releases, industry changes, and questions people are currently asking. Position yourself as an expert on current topics through your newsletter.
4. Let your personality shine through.
Be conversational, humorous, witty, and even sarcastic if it comes naturally to you, all with the goal of building... Read more