Excuse the pun, this post is most definitely about communication. More specifically, the best medium for sending mail to engage customers, elicit a response and increase conversions.
There are numerous channels you can use to reach out to your customers such as emails, texts, carrier pigeons and so on and so forth. We will go through some of the most popular forms of communication, covering both indirect and direct messages (according to this study), to figure out what works best for both sender and receiver.
The List:
Pros |
Cons |
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|---|---|---|---|
|
|
Preferred across generations, from baby-boomers to Generation Z Immediate and relevant information Cost savings (no ad placement) Can direct repeat traffic Customisable and personalised Accessible to any size business Can be viewed from multiple devices |
Spam filters Go unopened Need updating regularly Can be unsubscribed from easily |
Takes time and energy to create for limited presence! |
Post |
Reach can be measured with order forms |
Takes time to deliver, reducing relevancy Low response rates |
|
Print Media |
Inexpensive in newspapers Easy to switch out Targeted audience |
Reach cannot be measured Readership decline Little or no control over ad placement |
|
Texts |
Immediate and relevant information Very likely to be read Cost savings (no ad placement) |
Contact list smaller than emails as phone numbers are harder to get email addresses Can be unsubscribed from easily Links require phone to have internet access |
|
Social Media |
Reach easily measured Immediate and relevant information Accessible to any size business Cost savings (no ad placement) Can be viewed on multiple devices |
and filtering of reviews (false, robots) Can be unsubscribed from easily Need a large following to ensure content is delivered Social media users may not appreciate content posting in personal timelines Limited by age demographics |
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It’s pretty obvious that Email is the forerunner in this race. Recipients to the above study actually chose it as their most preferred form of communication, by an overwhelming 20% more than the next most preferred option. Its ability to be up-to-date, relevant and automated makes it a better form for marketers too.
So let’s address the cons.
Spam Filters
Emails are often flagged as spam when the ratio between written content and links is heavily in favour of links. By including substance to your emails, you are more likely to reach your readers’ Inbox.
Time and Energy
The simple fact is that whenever you create content, it takes a lot of time and energy to create and a few minutes for recipients to digest/discard/ignore (source: content creator!). It’s also true that, if the content is ignored when it is sent, it doesn’t mean that it will be ignored forever. That’s where automation comes into its element.
Unopened mail and Updating go hand in hand
If you have a very topical campaign to promote and the recipient of the content waits even a day to open it, the promoted items may already be sold out. Automated content with a recommendation engine enables you to be relevant at the exact moment the email is opened up, reducing these missed opportunities.
Unsubscriptions
Ultimately there is no cure for this problem. BUT you can help to prevent it by having timely, personalised and relevant content. Showing value in your content will make subscribers less likely to opt-out of email communication.
Take home
Content creation can require you to lose your ego at times, shaking it off when you spend hours or even days, creating something that inevitably goes unseen. With automated and live recommendations in emails, this time investment is greatly reduced. This allows marketers to focus on template design, brand management, social media and the plethora of other jobs we have to manage, instead of solely focusing on fleeting campaigns.
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