The backbone of what we do here at Advant is to provide financial services professionals with sophisticated, topical content to engage with their clients. We get a lot of questions about how often your clients want to hear from you, and the truth is, it not only varies from practice to practice, but also from person to person. Every individual will have different desires in terms of how often they want to be contacted.
Perhaps the simplest way to figure out how often people want to be contacted and the sort of content they want to receive is to ask them. You can do this in a couple of ways, by sending out a google form for them to complete, or administering an online survey. Online apps like Surveymonkey make the task simple.
Another way is to analyse your clients’ pre-existing reading habits. The premise is simple. Those clients who regularly read your eDMs are probably happy to hear from you a little more often, and those who rarely open theirs might not need as frequent communication.
Reporting on engagement and using it to inform your future marketing endeavours is called engagement-based marketing, and it’s one of the simplest ways to make sure that those who are hungry to hear from you do. Giving those who are actively opening and reading your emails more content will increase the value and length of your relationship and also the chance of referral. It’s a fine balance however, as if you’re communicating too frequently, clients might switch off.
The benefits of big data and modern reporting is that sorting clients by engagement is super simple. Most email service providers will allow you to do this, but today I’m going to take you through how it’s done through Mailchimp, as Advant has an advanced pre-existing integration with them and it’s a platform which many of you already use.
Mailchimp and Engagement-based marketing
Start by logging into MailChimp, and selecting the ‘Audience’ view. Next, choose the list you want to sort. At the top of the list there should be a ‘New Segment’ button. Click it.
Segments allow you to divide your client base based on a variety of criteria, but today we’ll sort by engagement.
You will then be redirected to the “Create a Segment” page. In the drop-down menu to the left, click “Email Marketing Engagement” > “is” where you will find the option to sort by regularity:
Click “preview segment” and see what comes up. You can then either “save segment” or “tag” everyone that comes out, so that down the track you can directly target these people for future campaigns.
You most likely want to start by sorting out those that interact with your content “often”. These are the clients that are probably happy to hear from you monthly or more. You can then go through and sort those that interact with what you send “sometimes” and “rarely”. They might prefer quarterly communication.
Further, you might want to send an email to all those that interact “rarely” and attempt to re-engage them with a special offer.
Once, you’ve created a segment of those who engage often, you can even go down to a more granular level, by clicking the individual client’s email. This will bring up their Mailchimp profile, and you’ll be able to view what emails they opened, what links they clicked, and what times of day they were coming back for more. For your frequent flyers, this can be a great way to understand their desires and behaviours.
You may also start to notice patterns based on demographics. Certain topics may always get increased readership amongst, older clientele for example. Take note of what these are and endeavour to send them more of the same.
Email marketing is more intuitive than ever, and sorting by engagement rather than demographics is a great way to make sure your individual clients are receiving the amount of touchpoints that suits them. So why not give it a go today? And if you need any more help, we’re always happy to chat.