Customer Communication: Four Tips For Perfecting Frequency

by | Nov 21, 2016 | Customer Experience

Customer communication is key for building a relationship and establishing trust and reciprocity. Besides this, it’s essential for nurturing and educating leads. Yet some business communications come across as excessive and spammy, scaring leads away. Here are four simple tips that will help you avoid excessive messaging:

Examine And Evaluate Frequency On All Customer Communication Channels

Examine your communication channels. Are you sending two weekly newsletters when you could combine them into one, more concise alternative? Is your messaging over each channel (in-app messaging, email and other channels) personalised and preference-based? Offer customers a choice: let them choose between being billed via email, in the mail or via fax or phone.

Refine How You Track Your Marketing

Truly understanding how customer communication is performing requires attentive tracking and monitoring. Track the sources of your leads precisely. If most of your traffic is direct and you can’t figure out the origins of the bulk of your conversions, it’s time to create more landing pages with goal-specific conversion forms that will make it easier to gather personalisation data for communication purposes.

Eliminate Silent Gaps In Your Sales Funnel

In addition to messaging too much, you could have a problem with messaging only in bursts with yawning silences stretching between messages. Avoid having a six-month period between a lead filling out a form and being contacted by your sales department. This obviously does not suggest speedy or attentive service to a lead. Space messaging in alignment with best practices, but also test slight variations to find out what the best frequency is for your specific market.

Make Sure You Aren’t Missing Communication Data

If some of your communication goes untracked or unrecorded, you might be missing important data from the overarching picture. If you lack tracking or recording in some areas, set it up. Make every effort to account for every single automated and manual communication touch point that is part of your standard operations.

Take some time to dig through historical data and create reports and dashboards that cover every step of communication, from confirmation emails to engagement and re-engagement emails. Include categories such as in-app messaging and other media such as physical mail too (if applicable). Get rid of gaps so you can understand your communication process as a whole and whether your communication hits the sweet spot of not too little and not too much.

Do you need help making your customer communications more effective and impactful? Contact Interact RDT today for professional guidance.


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