Blog A single message can go a long way, here’s how…

As we touched on in our previous blog, one of the biggest challenges is ensuring that your voice and your message stand out from the rest.

Consider the billions of people that use the internet to say whatever they want, whenever they want. In fact, 2.5 quintillion bytes of data are created every day! So how do you cut through all this noise?

A single personalised message is much more powerful than the email equivalent of a carpet bombing campaign. A prime example of this is French Connection’s adoption of ‘Wishlist’ email campaign. The retailer had implemented an online Wishlist programme but were missing a trick by not reminding customers of the items on their lists when they were on offer.

Despite thousands of online articles declaring that they have discovered the secret to ‘cutting through the noise’, the truth is that there is no 100% guaranteed way to achieve this. Getting noticed requires a combination of factors, beyond simply content and timing, most of which depend on something brands can’t control – consumers themselves!

By using SmartFocus’ Message Cloud to combine consumer data, Wishlist was able to identify which customers to target and when. Ultimately, French Connection achieved an astounding open rate of 52% and a clickthrough rate of 140%. It also increased revenue by 8400%! It is easy to put people into demographic brackets based on triggers like age, gender, income, interests, communication preferences, previous purchasing behaviour, social engagements, and so on. But combining that with something as personally specific as items on a Wishlist will make all the difference.

The “more messages on more screens” approach is no longer effective, this is something that GDPR has made sure of. Consumers are tired of being peppered with impersonal messages and not being treated as individuals – they want content that is catered to them and their interests. This is your opportunity to take advantage of this. Targeted messages sent at the right time can turn that one individual into a customer for life.