Marketing fatigue: how cross-channel and relevance-driven marketing scenarios lead to personal interactions

Marketing fatigue: how cross-channel and relevance-driven marketing scenarios lead to personal interactions

Sep 27, 2010  inspiration Jan Teerlinck

 
 

Recently, we released a white paper about the problem of crowded inboxes, ever more advertising messages and the explosion of communication channels, leading to an increase of marketing fatigue in general and list fatigue in e-mail marketing specifically.

The paper, that provides nine tips to avoid marketing and list fatigue and to keep subscribers and prospect or customers engaged, contains some data on the issue. One of the main symptoms of marketing fatigue in e-mail marketing, is the continuing challenge of decreasing open and click rates that many large companies report.

Although these data differ a lot, depending among others on the source, the type of activities of the specific business and of course the way they deal with the issue, it is clear marketing fatigue is not a fiction.

On top of several studies and reports by leading research firms, daily conversations we have with marketers, regardless of the e-mail marketing platforms they use, show that the challenge of improving the conversion rates of their e-mails is a real concern.

Improving conversion, open and click rates requires an integrated marketing automation approach

Many of them understand the need of looking at customer interactions from a cross-channel perspective whereby the preferences and needs of recipients (in e-mail marketing) and contacts in general are crucial in responding to these challenges.

What also often surfaces in these conversations is the clear need of integrating e-mail marketing with interactive CRM, other interaction channels and data sources in general (online forms, social media marketing, one-to-one interactions, sales data etc.).

The reason why this integration is so important is obvious: one of the main elements in avoiding marketing fatigue is segmentation, personalization and providing the right information in function of the customer's needs and life cycle (lead nurturing).

In order to be able to do that, marketers need an integrated customer data approach whereby interactive CRM and customer data management are tightly integrated with interactive and even offline marketing campaigns.

The more relevant data marketers dispose of, the more relevant their interactions become.

Scenario-based and triggered marketing campaigns require accurate data and processes

Scenario-based marketing campaigns, triggered e-mails and all marketing automation driven processes only have value if the data are accurate and function of the recipient.

In other words: personalization, segmentation and adapted interactions in lead nurturing processes, are closely connected to setting up the right marketing processes in function of scenarios, triggers, personal interactions and so on.
The result of optimizing these efforts is just one of the many ways of avoiding marketing fatigue. Managing the timing, frequency and content of e-mail marketing and other campaigns in function of customer preferences and possible "clashes" in the communication strategy is another. That is exactly one of the reasons why we recently launched a clash management feature to avoid marketing and list fatigue even better.

Working in a data-driven, integrated, cross-channel and customer-centric way is not only key to personalized and thus efficient customer interactions. In the end, it is also key in getting the interactions with prospects and customers more…personal since relevant information and interaction lead to personal interactions in the true sense, whether it's in social media, by e-mail, face-to-face or any other customer contact channel or moment.

What do you think?

You can download the free marketing fatigue white paper here.
 


White paper Marketing Pressure & Fatigue

Download our white paper "Efficient customer interactions: how to prevent marketing fatigue?" and learn how to optimize communication in a cross-channel and customer-controlled world.

Download the paper, including essential tips, here.