The Art of Micromarketing and Why You Suck At It
You have an email list of 9,000. Good for you.
What’s your open rate? 20%. Not bad.
So only 1,800 people are opening your mass emails.
What’s your click-through rate? 3%. Ok.
So 54 people liked your email enough to click a link.
They are your target audience.
So why does your next email go out to the 9,000 again?
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter Drucker
Automation is Not Your Friend
Automated e-mail response systems can do wonders to unearth those that are raising their hand so you can see them.
But, once they do reach out you can’t follow up with another automated e-mail. That defeats the goal of the original automation.
Automation is for the 9,000. Micromarketing is for the 54.
Those 54 have raised their hand and taken an extra step toward you by clicking a link. If they get a computerized version of “Thanks for clicking on a link in our last automated email, now (insert Call to Action here),” they are unlikely to be swayed.
They want personalization.
Who You Are More Likely To Sell To
“In sales, it’s not what you say; it’s how they perceive what you say.” — Jeffrey Gitomer
If you are selling anything, your goal is to spend your time efficiently. To maximize your sales you need to focus on those most likely to convert.
Those most likely to convert are the ones that have taken the most steps toward you, prior to you reaching out.
Compare these approaches:
Leave all 9,000 on the automated follow-up and see who clicks the final Call to Action in the final email and call them.
Use a secondary drip campaign to focus on the 54 who clicked the link in the first email.
Send personalized emails to the 54 who clicked the link in the first email where you incorporate your research on them and their history on the site.
Which group are you most likely to sell to?
Detecting a Drip Campaign
I know when an email is automated.
First clue: I get a response in less than a minute. (No one is that fast if they have enough business.)
Second clue: The formatting is structured with many paragraphs and more than two links.
Third clue: The Call to Action at the bottom is similar to the Call to Action in a previous email.
Fourth clue: My name is not included. (I understand that many drip campaigns incorporate a mail merge for first name, but when it’s not there the chances of the email being automated are much higher.)
Fifth clue: It was sent in the middle of the night.
Some consumers may never know the difference. But you are trying to find raving fans, not one-offs. Do you want to find a customer who will keep buying from you or a customer who will buy once and never buy again?
I would much rather get an email with my name, a typo and one link. I would know it came from a human.
Micromarketing keeps your most engaged clients in the VIP section.
The Metrics of Micromarketing
“In marketing I’ve seen only one strategy that can’t miss — and that is to market to your best customers first, your best prospects second and the rest of the world last.” — John Romero
These are the most important things to know inside your email list to effectively micromarket to them:
Who opened your email (add to a watch list)
Who clicked on a link in that email (send personalized email)
What percentage of emails has this customer opened in the past (send a text or a more personalized email)
I used to watch my emails get opened on a map. I have issues, I know.
When a potential client would click on a link, I would have someone text them “out of the blue” just to check in.
When you hear, “That’s crazy. I was just on your site,” you know you are five steps ahead.
Don’t Be Creepy
Micromarketing involves some 1984 back door analytical research. That’s your business, not theirs. Don’t send creepy emails telling them how many emails they have opened in the last month.
Sometimes they did understand how it worked. They knew we were creepily spying on their email open time. But it’s called customer service.
My best response to those who knew we responded because of an open or a click was:
“We like to pay close attention to our most active customers at XYZ Company. You are very important to us. When we get an alert, we follow up with you right away. How can we help?”
Understanding Your True Target Audience
The bigger the company, the bigger the target audience.
But, the rules for micromarketing don’t change.
If you have an excess of calls or emails coming in, you need to have an excess of human responders for your true target audience.
Those that open, read, and click are your target audience.
All anyone wants is to know that they matter.
Your true target audience is your bread and butter.
Raving fans aren’t made from a drip campaign.