Marketing is the lifeblood of every business, but is it possible to have too much of a good thing? It is if your customers are feeling overwhelmed by the amount of content they receive.
Customers quickly become weary of too much advertising. While reaching your target customers and staying fresh in their minds is essential, be mindful of going overboard. If consumers feel inundated by constant marketing, you’ll drive them away rather than engaging them with your brand.
This is where having real-time data is particularly beneficial. Having the ability to immediately respond to customer behavior enables your business to nimbly change your marketing strategy. Triggering engagement based on behavior keeps content relevant and prevents consumers from feeling like they are being swamped with advertising. Since data updates in real time, your marketing frequency can be adjusted to reflect what works best for individual customers throughout their customer journeys.
Monitoring your unsubscribe rates can give you an idea about whether you’re marketing too much. Some unsubscribing is just part of the game, but it’s important to know what your average is and to monitor it over time.
The average unsubscribe rate as a whole is 0.52%, but that varies by industry. Aiming for less than 2% is a good idea, as is monitoring your rate for spikes. If you see that your unsubscribe rate suddenly increases, it’s time to look at how much content you’re putting out and whether your users are engaging with it. Considering that receiving email too often is the number one reason customers flag emails as spam, it’s important to get your frequency right. Taking advantage of automation and switching to triggered email helps you deliver content when your customers want it.
Emphasizing quantity instead of quality
Along with the frequency of content being delivered to customers, it’s important to look at the quality of what you’re putting out. If customers don’t feel like content has value to them, they won’t engage with it, and continuing to push irrelevant content will alienate your consumers.
Conversely, if you’re delivering the content your customers really want, they’re going to stick around for more. How do you know if your marketing approach is delivering quality content? It’s all in the data. Real-time data is available, and your company should be taking advantage of it. Utilizing real-time data allows you to meet customers where they are so that your company can immediately respond to customer behaviors and interests and dynamically shape customer journeys.
Take an intelligent approach
Combining real-time data with AI is even better. No one has the time to sort through the massive amount of data generated today. That’s where AI comes in.
AI gives you the ability to segment your customers and provide a deeper understanding of their needs. That’s important for everything from personalizing content to send time optimization. When a brand delivers a relevant, personalized experience to its customers, they’re less likely to feel bombarded by advertising. Furthermore, AI can identify which customers are likely to leave your brand and why. Then, it can address their needs, making it more likely that you retain their business.
Blueshift uses AI to intelligently segment your customers and provide 1:1 content and recommendations for each customer. Our Engage Time Optimization predicts the window of time when each user is most likely to fully engage, and we optimize across channels, so each user receives content they like on the channel they prefer.
Understanding your customers’ wants and needs is essential to ensuring that you don’t overmarket to them. Blueshift’s 360-Degree Customer View provides unlimited customer attributes, integrates third-party data, tracks engagement, and generates predictive scores.