Direct marketing requires two components: a lead database and a messaging platform.
Lead base
To interact directly with consumers, you need to at least have their contact information and get their consent to send messages. In other words, create a lead database with email addresses and phone numbers. At the same time, for full communication, you need to collect information about the tastes and hobbies of customers, statistical information.
It is worth paying attention to vnpay database the fact that at different moments the user is interested in special offers. According to analytical findings , 76% of consumers at certain stages of getting to know the product view other materials. It follows that you will need to know what actions the user performs on the site. This will help you understand what level of involvement he is at now.
Lead base
Tools for sending messages
To establish strong connections with customers, you need to maintain communication, answer questions, provide valuable information, and share news. There are many tools for this: SMS and email newsletters, phone bots, pop-ups. Existing services allow you to interact with the audience both through one channel and in different ways. The best option is services that provide a full set of tools and a customer database.
Direct marketing mailings can be done manually or automatically. Depending on the content, they can be content-based or transactional:
Manual mailing. The marketer independently determines the recipients of the message and sends it to all addresses at once. Thus, when conducting a weekly email mailing, he finds in the database those clients who are subscribed to it and sends a letter to each of them.
Automatic (trigger). Messages are shown to the user based on what actions he or she is currently performing on the site or in the application. Simply put, an action triggers the sending of a message. For example, by specifying an email address when subscribing, a person receives a welcome letter.
Triggered mailings promote effective interaction. According to researchers , its recipients make orders approximately 16 times more often than those who receive regular mailings.
Content and sales mailings. They usually contain information about the product, its advantages and the procedure for use. These messages are aimed at attracting the user, encouraging them to buy. Content messages include: a digest of fresh publications, event announcements, introductory messages, etc.
Transactional mailings. Messages are caused by actions that are somehow related to the user. They are needed to inform the recipient about the events that have occurred. Examples of transactional messages are a letter confirming the purchase of a flight ticket, a notification of delivery or receipt of funds to an account.
Case: VT-metall
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