Again more quality instead of quantity: CRM communication for customer acquisition & customer retention

Customer Relationship Management, CRM for short, is a topic that sooner or later all companies have to deal with. Striking a good balance is the key to successful CRM. Like you Nayoki In this article you will find out why a change of strategy may be necessary.

Does the crowd matter?

According to the principle “a lot helps a lot”, some companies bombard their customers with mass-market content in order to attract attention and draw attention to their products and services. Some companies send their marketing communications to the entire mailing list more than 5 times a week.

But instead of winning customers and retaining existing customers, they often achieve the opposite with so many actions per week. The opening rates for newsletters are falling, the inactivity or even unsubscribe rates of newsletter subscribers are increasing. Sales figures are stagnating or even declining. A frequent consequence is then even an increase in frequency in order to compensate for the sales losses.

According to the e-mail marketing benchmarks of the provider Inxmail, customers from the clothing & jewelry, consumer media and gambling & lottery sectors receive the most mailings per month. Businesses often find that those they wanted to approach resign instead of interacting. Targeted mailings with higher relevance are much better.

New trend: quality instead of quantity

The flood of newsletters that many companies send out today to acquire and retain customers can hardly be managed at both the B2B and B2C levels. Therefore, the trend should be to attract attention with high-quality content – quality instead of quantity.

The e-mail marketing benchmarks of the provider Inxmail have found that the volume of mailings rose again at the end of the year after a brief drop in 2021. The challenge: Every day, customers receive countless mailings with which companies have to stand out. It is much better to let the customers decide for themselves how often they want to receive the mailing.

But prospects and customers in email marketing with content to convince them that they provide real added value is just one factor of many in order to operate CRM that is successful in the long term. Several studies show that prospects and customers today primarily want personalized content and campaigns. Vouchers and discounts are welcome, but should only be used sparingly so that new subscribers don’t just grab them and say goodbye to the mailing list. The trend is therefore moving more towards information, advice and then, if necessary, pushing the sale with an incentive.

Vanessa Freiheit, Unit Director Lead & Customer Relationship Management | Nayoki GmbH

CRM: A personal approach

For successful e-mail marketing communication, a personal approach based on individual interests and needs – depending on the customer journey – is essential in order to meet the desire for sales. Users are more likely to interact when the content is relevant and tailored to them. A preference center – which can of course be used voluntarily – makes a lot of sense here.

The Preference Center allows them to determine for themselves what content they are interested in and how often they would like to be informed in the selected subject areas. If they are in control of the frequency and topics of the newsletter themselves, the willingness to open it increases. In this way, it is much easier to get more interested parties to buy with appropriate incentives and offers.

Single user tracking for click-based targeting further enriches subscriber data and their interests. The more knowledge that can be gathered about each individual user, the more specifically their wishes can be addressed with the help of personalised, dynamic content in the newsletter. This knowledge can also create more touchpoints afterwards (e.g. via CRM ads in the social channels) in order to ultimately increase the sales opportunity.

CRM rethought

The trend should move away from mass mailing with countless discounts towards personalized content, ideally with dynamic modules. For example, image worlds can be displayed according to gender, the address according to age (young people use the first name, older people use the same name) or content based on interest. Appreciation, passion and strategic foresight in combination with well-founded expert knowledge Nayoki out of.

The lead generation and CRM professionals rethink customer:internal loyalty and with their approaches, campaign for campaign, do justice to current developments and trends, so that your customer relationship management does not address many with many things, but turns out to be profitable for you through personalized interactions with your customers endeavors with added value for everyone involved.

Convince yourself now

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