Powerful Customer Touchpoints Most Brands Overlook with Marketing

Opportunities for Engagement

In today's competitive landscape, mastering the art of customer engagement is crucial for any brand looking to thrive. But too often, the focus is placed on the most obvious touchpoints, while equally powerful yet more subtle opportunities go unnoticed. This oversight can mean the difference between a one-time transaction and a lasting relationship.

In the realm of multi-channel digital messaging, there's a wealth of untapped potential waiting to be explored. Emails, often relegated to the status of necessary routine, hold more power than many brands realise. SMS marketing, in its brevity and immediacy, is a goldmine for personal connection. Web and mobile push notifications, when used correctly, can be the gentle nudge that brings users back. And content cards have exploded onto the scene, yet most marketers still aren't utilising them.

By understanding and leveraging these overlooked touchpoints, brands can not only enhance the customer journey but also significantly increase customer lifetime value—a metric which is becoming evermore crucial, as acquisition costs continue to rise.

Overlooked Customer Touchpoints

The hidden potential of Email

Email is often seen as an old-school communication channel, especially when compared to the flashy new social media platforms. However, this perception doesn't capture the full potential that email holds as a touchpoint in the customer journey. Think about it: email is direct, personal, and most importantly, it's a space where you have the full attention of your customer without the distraction of competing brands.

Yet, the potential of email is frequently underestimated. By harnessing the power of targeted content, personalisation, and timing, emails can become a powerful tool in building relationships and driving sales. When crafted with care, they can provide incredible value, keeping your brand at the forefront of the customer's mind. It's time to give email the attention it deserves in your multi-channel digital messaging strategy and unlock its potential to contribute significantly to your relationship marketing efforts.

SMS - the underestimated channel

In the multi-channel digital messaging arsenal, SMS is the quiet powerhouse that many brands pass over. Yet, its strengths are undeniable: nearly instantaneous delivery, high open rates, and the personal nature of a text message. In fact, SMS can serve as an intimate bridge between a brand and its customers, cutting through the noise of a crowded email inbox.

Despite its potential, SMS is often relegated to transactional updates. However, this channel can do so much more. With a strategic approach, SMS can be used for timely promotions, customer service, and even to gather feedback. It's a direct line to your customer, and when used with care and respect for the recipient's time, it can forge a stronger connection, enhancing the customer journey and contributing to a greater customer lifetime value.

It's time to reconsider SMS and its place in your relationship marketing strategy.

The power of Web & Mobile Push

Web and mobile push notifications represent a unique touchpoint that can gently prompt customers back to your service at just the right moment. Unlike emails or SMS, which require users to actively check their inboxes, push messages appear unobtrusively on the user's device screen, providing timely reminders or exciting updates.

The power of push notifications lies in their immediacy and relevance. By sending a push notification, you're capitalising on the 'here and now'—perhaps offering a flash sale when a customer is near your store, or reminding them of items left in their online shopping cart. This real-time engagement is invaluable in driving customer action.

However, there is a fine line between being helpful and being intrusive. The key is personalisation and moderation; too many notifications can lead to 'notification fatigue', causing users to disengage. When executed with precision, web and mobile push notifications can be a game-changer in maintaining a dynamic and responsive customer journey.

Content Cards - a game changer

Content cards are the dark horse of customer engagement—versatile, unobtrusive, and highly effective at delivering personalised content directly within the user interface of your app or website. Unlike other forms of digital messaging, content cards don't interrupt the user experience; instead, they enhance it, offering relevant information and offers that feel like a natural part of the journey.

The true value of content cards lies in their flexibility. They can serve as reminders, promote new features, provide updates, or offer exclusive deals—all while maintaining the aesthetic of your digital platform. They give users the power to engage with the content on their terms, increasing the likelihood of a positive response.

Content cards are a clear indicator that you understand and respect your users' experience and time. By integrating them into your relationship marketing strategy, you're not just pushing a message; you're creating a dialogue that can lead to increased customer lifetime value and brand loyalty.

Messaging Ideas and Their Impact

Optimising Success with Email Strategies

• Interactive Elements: Integrating interactive aspects such as polls or quizzes into emails not only helps to engage customers but also yields valuable insights into their preferences.

• Segmentation and Personalisation: By refining email content to target specific customer groups based on their behaviour, the relevancy and impact of messages are amplified, resulting in enhanced engagement, improved click-through rates, and potentially, increased conversions.

• Combination of Storytelling and Promotions: Harmonising captivating narratives with pertinent offers, adjusted according to the recipient's current journey stage, can transform commonplace emails into compelling narratives that customers look forward to.

These strategies underscore the vital roles of creativity and personalisation in email marketing — proving that meticulously designed emails can significantly bolster a brand's relationship marketing and customer retention initiatives.

Driving Engagement with SMS Marketing

• Clear & Current: Ensuring messages are straight to the point, relevant, and timely is key to winning with SMS marketing. Brands that master these components can witness a substantial increase in open rates and customer interaction.

• Prompt Actions: An optimised SMS campaign can urge swift customer responses, whether it involves an exclusive offer, an appointment reminder, or an alert for a limited-time sale.

• Balance Urgency with Respect: Inducing a sense of urgency in the messaging can spectacularly boost conversion rates. However, it's imperative to balance this with respect for the customer's time and privacy. Each SMS should add value to the customer journey and enhance brand loyalty.

By tactically deploying SMS marketing, brands can nurture a personal relationship with their customers, cultivating their loyalty and bolstering the customer-brand connection.

Unearthing Success with Push Notifications

• Personalised Alerts: Brands harnessing the potential of push notifications often share success stories that highlight significant leaps in user engagement and retention.

• Location-based Notifications: For instance, a retail app that utilised location-based push notifications to alert nearby customers regarding in-store promotions saw a noticeable surge in foot traffic and sales.

• Timely Recommendations: A media app, on the other hand, distributed personalised content suggestions, leading to boosted engagement rates and extended session times.

This exploration clearly illustrates the strategic use of relevant data is paramount in ensuring that push notifications not only resonate with users but also reach them at the perfect moment.

Opportunities with Content Cards

• Seamless User Interface: Content Cards can revolutionise customer communication by offering a seamless and integrated user interface. These cards allow brands to provide relevant and easy-to-access content without interrupting the customer journey.

• Personalised Recommendations: For example, an e-commerce app that exhibited content cards with personalised product suggestions. This approach led to increased sales volumes and improved customer satisfaction.

• Real-time Updates: A case study involves a travel app that used content cards to supply travellers with real-time updates and offers in tune with their locations and preferences.

Brands can create a more captivating, personalised, and seamless customer experience by integrating Content Cards into their digital strategies, driving significant results.

Insights & Quotes From Industry Leaders

Expert insights on Email marketing

Leaders in the field like HubSpot's former Chief Marketing Officer Mike Volpe, frequently underline the fundamental role of email marketing in fostering customer engagement and propelling business development. Conversations with authorities like digital marketing pioneer Seth Godin emphasise the strength of segmentation and the application of analytics to custom-make content for specific viewer sections, leading to improved open rates and superior conversion. Adding to this is the need for A/B testing in email outreach efforts. By continuously experimenting with varying subject lines, email formulations, and calls to action, marketers can refine their blueprints based on what most resonates with their spectators.

Furthermore, it is no longer enough just to have mastered one channel. Every one of your brand channels must be singing off the same hymn sheet, to construct a unified customer journey. For instance, synchronising email marketing endeavours with social media initiatives can heighten the range and efficiency of both channels.

Experts, including Tomasz Tunguz, a venture capitalist at Redpoint, observe the escalating pattern of utilising Artificial Intelligence (AI)-powered mechanisms to automate and individualise email campaigns, rendering them more pertinent and prompt.

The collective agreement is unequivocal: email marketing continues as an indispensable ingredient of an exhaustive digital blueprint and capitalising on expert acumen can substantially boost its influence.

Digging deeper into SMS outreach with pros

Insights from established industry leaders such as Sheryl Sandberg, COO of Facebook, reinforce the fact that SMS marketing goes far beyond simple message dissemination—it's about forging a conversation with your customers. Seasoned professionals like Sandberg repeatedly stress the significance of proper timing, message customisation, and an in-depth understanding of customer preferences.

A vital perspective originates from Steve Jobs, the former CEO of Apple Inc., who introduced the idea of 'micro-moments.' These are instances when a customer instinctively reaches for their phone to find information or updates. Leveraging such moments with aptly timed SMS can lead to a substantial uptick in engagement rates. Furthermore, Jobs endorsed the efficacy of pairing SMS with additional communication channels such as email or push notifications to amplify the communication impact and increase the likelihood of conversion.

Simultaneously, established figures like Jeff Bezos, CEO of Amazon, caution about the perils of SMS overuse, which can lead to message burnout. Bezos promotes a consent-based strategy, ensuring users are provided clear opt-out choices to sustain a high degree of respect and trust with consumers.

Just looking at the revered industry voices who endorse SMS marketing, highlights the power of this channel. Brands can craft a strategic, customer-centric SMS marketing plan that boosts engagement and forges a stronger bond with their target audience.

Insights from Web & Mobile Push pioneers

Industry experts, like James Murphy, former VP of Growth at Netflix, often share wisdom that transforms a simple notification into a powerful customer touchpoint. Leaders like Murphy note that the effectiveness of push notifications largely depends on meaningful personalisation and contextual relevance. They emphasise that notifications, influenced by user behaviour or preferences, offer significant value.

Fiona McGregor, a celebrated Tech Analyst at Google, stresses the need for optimising the frequency and timing of notifications. McGregor and her peers recommend deep insights from user data to harness optimal engagement times and to strategically schedule notifications. This considered approach can notably boost open rates and minimise users' inclination to disable notifications.

Additionally, integrating rich media into push notifications can captivate attention and enrich the user experience, adds Peter Chang, Head of User Experience at Spotify. He stated that incorporating elements such as images, GIFs, or videos leads to elevated engagement compared to text-only messages.

By harnessing these insights marketers can significantly enhance their web and mobile push notification campaigns, converting them into a strategic advantage amid a highly competitive digital landscape.

Success stories of Content Cards implementation

Pioneers in the industry, who have successfully brought content cards to life, frequently relay success narratives that underline the resourcefulness and impact of this feature. They speak of how content cards render a bespoke experience that is both illuminating and incitative.

Looking to the renowned tech mogul Jeff Bezos again, who successfully leveraged content cards within the Amazon app to alert users about deals and fresh product introductions. This led to a prominent surge in user engagement and sales, demonstrating that these cards can serve as a non-invasive yet potent tool to engage users.

Another testament to the effectiveness of content cards comes from Reed Hastings, the CEO of Netflix. The streaming giant used content cards to recommend playlists and shows derived from user behaviour. This strategic move not only amplified content accessibility but also boosted the duration spent by users on the platform.

These real-life examples underline that when content cards are employed to deliver tailored, valuable content, they can deepen customer engagement, enrich user experience, and advance business goals.

Key Takeaways

Crucial lessons from Email marketing

Email marketing has stood the test of time and continues to be a vital component of digital strategy. Among the crucial lessons gleaned from industry experts, the importance of personalisation stands out. Tailoring messages to the individual's interests and behaviours can drastically improve engagement and conversion rates.

A/B testing remains a cornerstone practice, with the iterative process of trialling different elements of an email ensuring that the most effective version reaches the audience. Moreover, the integration of emails with broader marketing campaigns can amplify the impact of all involved channels.

Transparency and respect for the customer's preferences are also key. Offering clear options for personalising the types of received emails and easy unsubscribe methods can help maintain trust and reduce subscriber churn.

These lessons are clear: a strategic, respectful, and integrated approach to email marketing can transform it from a routine communication method into a powerful tool for relationship marketing.

Valuable insights from SMS strategy

SMS strategy is much more than sending out text messages; it's about crafting a personal connection at scale. Key takeaways from successful SMS campaigns highlight the importance of conciseness and clarity. Each message should carry a clear call to action and be relevant to the recipient's interests and behaviours.

Timing is everything in SMS marketing. Sending messages at the right time can significantly increase the chances of engagement and action. This might mean aligning SMS with customer time zones or triggering messages based on user activity.

Consent is also paramount in SMS marketing. It's essential to build a database of users who have opted in to receive messages, ensuring compliance with regulations and maintaining customer trust.

By employing these insights, marketers can leverage SMS as a powerful tool in their multi-channel digital messaging strategy, enhancing the customer journey and driving measurable results.

Learning from Web & Mobile Push success cases

Success cases in web and mobile push notifications reveal that these channels can be highly effective when they're used to send the right message at the right time. A major takeaway is the role of segmentation in sending push notifications that resonate with specific user groups, thereby improving the chances of engagement.

User permission is a fundamental aspect of push notifications. Gaining explicit consent and providing easy opt-out options respect user preferences and can prevent notification fatigue.

Another learning point is the balance between frequency and value. Sending too many notifications can lead to user annoyance and opt-outs, while too few can cause your brand to be forgotten. Finding the sweet spot is key to maintaining a positive user experience.

Incorporating these lessons, marketers can enhance their push notification strategies, making them an integral part of driving user retention and engagement within the customer journey.

Key learnings from Content Cards usage

Content Cards have emerged as an effective tool for delivering timely and relevant content without disrupting the user experience. Key learnings from their usage suggest that these cards can significantly enhance user engagement, especially when they are personalised and contextually relevant.

One of the main advantages of Content Cards is their non-intrusive nature. They can be integrated seamlessly into the app or website's interface, allowing users to interact with them at their convenience. This respect for the user's time and experience can lead to a more positive perception of the brand.

It's also been found that Content Cards that offer exclusive information or deals tend to perform better. Users appreciate the feeling of receiving something special, which can increase loyalty and the likelihood of conversion.

Finally, the ability to easily update and modify Content Cards makes them a dynamic component of any marketing strategy, capable of responding quickly to changing trends and customer feedback.

By incorporating these key learnings, marketers can use Content Cards to create a more engaging and personalised customer journey.

Wrap up

These channels can help maximise customer lifetime value and contribute to a robust relationship marketing strategy. By applying the insights and strategies discussed, your team can craft more engaging, personalised experiences that truly resonate with your customers.

The key is to focus on delivering value, respecting user preferences, and maintaining a balance between frequency and relevance. Whether through the immediacy of SMS, the targeted approach of email marketing, the timely nudge of push notifications, or the seamless integration of Content Cards, each touchpoint has the potential to strengthen customer-brand relationships.

By leveraging these often overlooked touchpoints, you can ensure your brand not only keeps pace but also sets the trends in customer engagement. If you need a hand in planning an epic multi-channel digital messaging strategy, contact our email heroes today for expert guidance.