By Paul Bates – UK MD, StrongMail.
With around a quarter of a million tickets still available for the World Cup, there could barely be a hotter prize giveaway for email marketers this month. However with so much fear around illegal touting and unscrupulous ticket sites, most football fans will be likely to send any such email offerings into their junk mail.
A simple Google search reveals hundreds of suspicious looking sites, many with names you won’t recognise, offering tickets for every world cup game, including the final, at significantly inflated prices.
If email-marketers are lucky enough to have tickets to give away, they need to keep their eye on the ball, adopting and maintaining strategies to make their legitimate offers stand out from the crowd.
By leveraging customer data, you ensure that customers receive information that resonates with them, and if you can personalise the content, this will only heighten the relevance to your customer.
Some of your customers may hate football; market to the wrong audience and you risk opt outs and unrecoverable lost contacts for future campaigns. Therefore it’s important to understand as much as possible about customers before any offer is sent.
Ensure that those all-important first emails lay down the marker for relevance and personalisation. A first email delivered in plain text with no personalisation, appears to the customer as a completely automated message, with the worst offenders actually stating that fact in their headline. This is the type of email offer that will set alarm bells ringing and have prospective customers hammering the delete button.
Where possible, capture demographic information, past purchase data and other interests of the customer; ensure this is in the database for effective segmentation. It’s always better to target fewer, selected contacts than a random ‘scatter gun’ approach. This will result in marketers sending emails that customers really want, geared towards their self-reported interests and demographic profile.
Then, of course, you must get your email frequency right and not bug your customers; a good email relationship is based on trust, consistency and delivering high-value content. Over-mailing your email subscribers can turn even the most engaged recipient off.
Always test to determine the right frequency for your brand. Some recipients prefer to be contacted no more than once a month, whereas other are so engaged with your brand that they are quite content to receive updates daily. You won’t know what your optimal frequency is until you test.
Finally, and crucially in the case of ticket-offers, assess the sender reputation of any marketing partners in the same manner that you do for your own IPs and sending domains. A partner’s bad sending reputation can have a lasting negative effect on your programs. Similarly, you should also examine the marketing practices of any potential partner.
Marketing emails are the electronic equivalent of shop floor assistants or customer service advisers. They are the company’s corporate ambassadors, with the power to make or break company reputations. They also have a massive influence on a customer’s decision to make a repeat purchase or continue using an online service. If too much pressure is applied, the customer will waste no time in cancelling their subscription.
It sounds simple, but you can guarantee that knock-off ticket touts will not be spending their time on these measures. By taking these essential steps, you can clearly distinguish your brand from the thousands of unscrupulous sellers, a tactic that will not only have football fans singing your name during the world cup, but will also strengthen your relationship with these customers for future campaigns.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.