3. Manage – and build – your audience
As your business’ audience grows, you need to get intentional about how you manage it – that means using a customer relationship management (CRM) tool that can help you speak to customers directly and encourages them to purchase.
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How it helps you manage Having an audience is great, but you’ll never be able to fully benefit from it unless you know how to manage it. CRM, a big part of Mailchimp’s all-in-one platform, is a handy tool that gives you a holistic view of your audience so you can build personalised strategies based on data patterns and customer insights. And a reminder: 72% of customers expect businesses to personalise engagement to their needs, according to a study by Salesforce. This is about delivering the right content to the right people. Here’s how it works.
First, create customisable tags
The CRM tool lets you create customisable labels for your customers based on their personal information and relevant tastes, such as ‘likes winter apparel’ or ‘likes the colour red’.
Then segment your audience
This is crucial when it comes to improving how you communicate with customers – a study from Braze into 10 billion marketing messages found that, compared to generalised campaigns, campaigns sent to well-defined customer segments resulted in a 200% increase in conversions. The tags you create help build your segments, so for those customers who ‘like winter apparel’, for example, send them personalised, relevant content based on their interests or tastes. Simple but effective.
How it helps you build
Managing your audience is one thing, but Mailchimp’s platform also provides easily integrable tools that will help your business increase its audience size, too. That’s where pop-up forms come in handy. Used at the right time – and in the right way – the best pop-ups can increase customer conversion by 40%, according to a study by email capture tool Sumo. Be it announcing news, encouraging people to sign up to your newsletter, testing different offers on products or sharing promotional offers, pop-up forms can be a great way to incentivise customers to make a purchase.
Keeping things personal
Using a customer relationship management tool lets you get a complete view of each customer in your business’ audience base – and knowing them well matters more than you think because, according to a report from marketing platform SmarterHQ…
71%
of customers feel frustrated when their experience is impersonal.
72%
of customers say they only engage with personalised messages.
63%
of customers will stop buying from brands with poor personalisation.
