Marketers take heed, says Peter McCormick (pictured below), subscribers rule! Here‘s how to get them to tick the box for marketing.

Reaching consumers in a personal, targeted way is the key to successful marketing campaigns. While this is hardly news to marketers, it is surprising how many fail to put this into practice, especially in multi-channel marketing programmes using email, SMS and social media. While some companies get it right and are bearing the fruit of their efforts in increased sales and optimised customer relationships, many more are still struggling – treating email like direct mail and subscribers like lists instead of individuals.

A new email opt-in law which recently came into effect in Germany is currently creating trepidation for marketers across Europe as they wonder if this might signal wider legislation. While the law doesn’t prevent companies from sending marketing messages to potential customers, it does place restrictions on emailing out to mass audiences. Blanket communication, however, is never as effective as targeted communications, so this news should only be of concern to organisations that do not have the customer at the heart of their communications philosophy. It can be surprising, though, how many companies think they are customer-centric yet fail to take customer preferences into account in their marketing campaigns.

According to recent research conducted by Forrester on behalf of ExactTarget, 80 per cent of marketers surveyed claimed customer preference is a key factor in communications, however only 12 per cent ask customers their preferred frequency of email messages. Also, 47 per cent of marketers surveyed don’t take any actions at all based on customer preferences.

Encouragingly, the report shows that 70 per cent of UK marketers demonstrate a significantly higher understanding of multichannel marketing than any other country, harnessing the power of multichannel messaging more frequently than marketers in other regions. Yet despite this, only a third (29%) actually understand how their customers behave across multiple channels.

Consumers today demand to be understood and know that they have choices. Those who choose to be ‘subscribers’ freely provide their contact information and, in return, expect to receive something of value. Marketers therefore must strive to deliver meaningful information tailored to their individual needs. Increasingly, consumers also don’t want to hear from companies that they have not invited to contact them. According to the research, 29 per cent of consumers now believe unsolicited promotion is unacceptable through any channel.

If marketers truly want to put the customer at the heart of their communications they need to incorporate permission-based, email, SMS and other forms of digital communications into their marketing outreach to subscribers, customers and partners. Now more than ever, marketers need to act on the fact that consumers hold the power.

Market to them in the right way and you will be rewarded with new levels of customer satisfaction and loyalty; market to them in the wrong way and your messages will be deleted and your reputation will likely suffer as a result.

Organisations will build better and lasting relationships if a foundation of respect governs the communications that companies have with their subscribers. They will also get better results if subscribers are given the means to dictate and control the manner and frequency by which companies can communicate with them.

This is why ExactTarget has started a campaign called ‘Subscribers Rule!’ This subscriber-centric philosophy is based on three tenets:

1. Serve the individual
2. Honour each individual’s unique preferences with regard to communication, content, frequency and channel
3. Deliver subscribers timely, relevant content that improves their lives

The goal is to help marketers create, target, track and manage permission-based communications, ensuring the right message is delivered to the right person, at the right time, through the right medium. As soon as the broader marketing community stops treating email like direct mail, and subscribers like lists instead of individuals, results will go up. Return on marketing investments will improve and customer relationships will be strengthened – ultimately leading to increased sales.

The good news is that marketers don’t need a huge budget or advanced technology to field great permission-based email or multichannel campaigns. What marketers do need is good planning, creativity and, above all, a respect for their list members – the essential individuals that have ticked the box for marketing.

Marketers must also use all the customer data they have – both behavioural and preference based – to allow them to map a communications strategy that is optimised for their business.

The potential for tighter regulation around email campaigns and opt-in email laws shouldn’t pose a threat to marketers. Instead, they should welcome the opportunity develop true customer-centric communications with digital marketing efforts focused on the foundation of permission – to their subscribers, customers and partners.

In fact, in order for the digital direct marketing industry to continue to grow and provide a high level of return on investment, it is essential that all one-to-one marketing efforts are built upon permission. Remember, Subscribers Rule! OK?

 Peter McCormick is co-founder and general manager of one-to-one communications specialist, ExactTarget.