"This whole GDPR thing has been a real pain!" said a friend to me the other day.
In essence, her business had a pretty healthy database of contacts, and GDPR had seen a huge reduction in her subscribers.
Many of her contacts had been sitting there for a while. The business receives in essence three types of sales enquiry.
1. Immediate need or desire to buy (0-8 weeks).
2. Probable need mid-term, likely to buy if handled well (2 to 6 months).
3. Possible need long term, may buy, may not (6 months to maybe 2 years).
The immediate enquiries are flagged as hot, so a structured sales process kicks in, and enquiries are funnelled to a decision action pretty swiftly.
The 'probables' get regular communication, so that when they switch to a more immediate need, the sales process can kick in as above.
The 'planners' are a tough crowd. They may travel through 'probable' to 'immediate', or they may not. They can travel quickly, or they can be there for ages. Perhaps they were just tyre kicking in the first place? One thing is for certain... if they were on your mailing list for over a year with no engagement, then they were probably on your competition's mailing list too. Up until recently, your communications were probably just noise to them, and the likelihood they read your emails at all was pretty low.
Now that the GDPR is in place, pretty much everyone I've asked (including me) has rejoiced in the opportunity to cull their mailing list preferences, losing many. So do we just keep going, or do we now do things differently?
Here at today-but-then, we specialise in creating content which ticks three boxes...
When I was culling my mailbox, I found that brands selling similar products sent similar content. Hotels for example, were all 'here's our latest offer', and there were literally hundreds that I hadn't even opened, let alone read.
Then there were some financial services emails. They feigned an interest in me personally...unopened...and now in the bin.
So what engages people enough to have them want to continue receiving your emails, newsletters and blogs?
Well, they need to be interesting, and readers need to feel some relevance in them.People need to understand why you are writing to them, and a theme helps. What we do here is plan and create campaign themes. We write content linked to the theme, and then close the content with calls to action or engagement.
For example, we do a lot of 'This Day in History' themed 500 word articles and blogs. We aim for 500-600 words, so that they are quick and easy to read. We create an interesting read and include a little food for thought.
We wrote a blog post the other day for example, highlighting the anniversary of the Victoria and Albert museum, which opened its doors on June 26th 1909. You can read it here. After sharing a bit of history, we included a couple of links so the reader could engage with the museum, and perhaps plan to visit it, as well as the nearby Science Museum, and National History museum. So, by referencing the anniversary, we could share something interesting, relevant, and have it themed (in this case to 'this day in history').
We also keep calendars of celebration days, weeks and months. Themes around special days or weeks make great content. July for example, includes (among many others), National Picnic Month, National Parks Week, Tequila Day, Samaritans Awareness day and Fishing Month. We'll plan creative and appropriate content ahead of time, and schedule blogs or articles for distribution in line with our agreed themes.
This way, you'll be sending interesting and themed content, keeping in touch with your audience with original, regular, and subtle calls to action.
Click here for a no obligation consultation to discuss how we could help you deliver regular, original and interesting content to your web and social media.
Thanks for reading!