Multiple Connections Increase Response Rate
One of our eNudge subscribers, Jay Abraham Asia Pacific,
routinely uses multiple connections – i.e. communicating more
than once, often using different methods or technology, with
your contacts regarding the same topic or event – to
significantly increase the response rate.
You shouldn’t ever harrass your contacts (who will soon
unsubscribe from your communications if you do), but
connecting with them multiple times can help to move customers
/ clients from the “vaguely interested if I get time” state, to
“yes, I really should investigate that”, and finally to “okay, I
will take action”. Whereas just one communication may leave your
contact in an “interested but too busy” state.
Using a new motor vehicle launch event as an example, there will
always be some people who receive the first invitation (perhaps
by email) and will sign up immediately to attend. They are die-
hard enthusiasts of your vehicle and time is not an issue, so
their desire to be at the launch event is unquestioned. If you
rest on sending out just one communication regarding your
vehicle launch, perhaps you will receive a 10% acceptance rate.
If that fills your venue (allowing for a last minute drop off
rate or no-shows, perhaps as high as 50%) well done! More likely
you will still have room for more participants.
Don’t be afraid to go back to your contacts, perhaps using a
different contact method such as SMS, to ask again those who
didn’t respond to the first communication. Using more granular
targeting at this point (or even during the first communication)
will also help improve your response rate. Using our new vehicle
launch event example, including in your message the fact that
you remember when the customer purchased their last vehicle from
you, and then using an alternative message where:
that customer purchased the same type of vehicle as the one
being launched (“you’ll love the upgraded model which improves x
and y”), or
that customer purchased a smaller vehicle, especially if you
know they’ve started a family in the meantime (“do you need a
vehicle with more room?”).
I mentioned earlier a no-show rate of 50% of those who initially
accepted the invitation. This no-show rate can be reduced
dramatically by multiple connections with those who have signed
up. For example – closer to the event, email the guests with a
link to a video of the new vehicle or a PDF of some of the new
features of the vehicle, or perhaps a list of things they will
be able to see and do at the launch event, e.g. take a test
drive. This will help to create additional anticipation of the
event at the same time as reminding registered guests so they
are less likely to forget the date or to make arrangements to
Even closer to the event, perhaps a few days before, consider
sending an SMS message to the guests with the parking details,
confirm the time and date and what food will be provided. Make
it easy for your guests! Doing this will further help to ensure
the guest doesn’t “cool down” in their desire to attend when
something else comes up at the last minute, or they are tired
on the evening and, not having heard anymore from you than the
first invite, decides to give it a miss and relax at home
Making multiple connections can:
* improve overall response rate
* improve attendance rate
* build goodwill & customer loyalty as you provide more value and better service to your guests
If multiple connections sounds like a whole lot of work that you
don’t have time for, the following tips may help you:-
Before you start your communications, write up a plan.
Brainstorm your connections with your staff, partner and/or
other stakeholders to help bring out a whole range of
possibilities to uniquely connect and add value. A plan can be a
simple list of tasks, responsible person and a due date. Having
a plan will show through to your contacts as they receive timely,
appropriate communications, and having a plan will reduce the
actual time and effort it takes to execute.
Use eNudge (www.eNudge.com.au) to create your messages ahead and
when they are ready, simply set the scheduled date and you don’t
need to think about it again. That takes away the worry of
having to nurse each message out. You may however need to manage
your contact targeting at the last minute before sending out each
message to ensure that you don’t send subsequent invitations to
people who have already accepted, for example.
Use eNudge to target your message to appropriate segments e.g.
depending on which car the person purchased last or their last
response to your messages. You can do this at the time of
creating your message / campaign by using our advanced multiple
criteria selection function (if the data already exists in your
eNudge Contact Data) or by uploading a subset of your contacts
with the additional custom fields (unlimited in eNudge) for
personalising your message.
Use eNudge to record the responses to your SMS, email messages
and telephone feedback – eNudge Plus gives you the campaign
follow up functionality to help you keep all the results
together so you know to whom to send which communication. For
example, don’t send the address details etc. to someone who
hasn’t decided to attend – that’s a sure way of reducing your
goodwill with your contacts.
In summary, to greatly improve the results of your
* have a plan
* plan multiple connections that:
o create anticipation
o are tailored to the previous action (or inaction) of your contacts
o increase the goodwill towards your business by adding value to your contacts
o get your contacts attention, perhaps by varying the manner in which you communicate.
* target each message to the appropriate subset of your contacts
* personalise your messages as much as (appropriately)
possible i.e. don’t send sensitive data in your messages,
but do let the customer know that you are endeavouring to
meet their individual needs.