Technique 2 minutes, 40 second read Sam Holding, Head of International, Sparkpost
When we talk about brand loyalty in business, we usually refer to how loyal consumers are to a brand. Here’s something interesting though: 73% of consumers believe loyalty programmes should be a way for brands to show loyalty to customers (Source: Kitewheel).
Are you surprised? No, nor am I.
Brand loyalty has always been a two-way street; even more so today, in a market landscape which is disruptive and full of ongoing adversities. The rapid spread of the pandemic has added to the challenges marketers already face, while uncertainty has forced many organisations to put their focus upon their strongest asset: their customer base. Customer engagement and loyalty have always been two very important metrics, of course. Today though, they have become absolutely crucial.
Offering an immaculate experience throughout the customer journey is not easy, but for many businesses this has been the only way forward. As most consumer products have become commoditised with very few differences and unique selling points, consumers are in pursuit of better service.
Not every company has a truly unique product, but any company could potentially deliver a truly unique customer experience.
New trends and advances in marketing automation have redefined the way businesses look into their customers, as they develop a ‘consumer-first’ mindset. Businesses need to be up-to-date with their practices, and regularly review and evaluate their programmes to keep up with new tools, current trends and, most importantly, increasing customer expectations.
Consumers across the globe are connected via all the devices in their lives, and they have become more proficient with tools, media and apps than ever before. They are the epicentre of the digital world. What used to be the ‘internet of things’ is now the ‘internet of me’, and consumers expect that all the things they want and need will be just one click away.
Assisted by Martech and the rise of Analytics, marketers can focus on programmes that bring the highest return and enrich the day-to-day interactions consumers have with the business. For customer communications, email has always been an indispensable tool.
The connected consumer has many apps on his/ her mobile device. The one app that comes pre-loaded on every smartphone is email. Brands can capitalise on the most valuable and most leveraged app in the world, by optimising the brand experience through email. This is the prime opportunity for engaging with the connected consumer that is so often overlooked.
To maintain a good level of engagement, though, businesses have to invest in developing meaningful interactions and prove that they are loyal to the customer.
There are several MarTech providers out there who offer numerous solutions and analytics tools, so marketers can improve their campaigns and make them more relevant to their customers.
The current crisis has served as a powerful trigger for marketers to optimise the level of personalisation and engagement with consumers by exploiting operational, contextual and behavioural data.
Email remains a pivotal tool, of course. Companies rely on email and analytics that can help them develop a smooth and timely transition strategy to address today’s evolving market challenges, enhance brand loyalty, and keep the connected consumer engaged. The more loyal brands remain to the connected consumer, the more customers will reciprocate.