There is a point at which potential customers move from online research to direct engagement with a business – but this is where brands often lose them. Antonio Petra, Business Development Director at email media agency Rocketseed, says that this ‘blind spot’ can prove fatal for companies and their marketing strategies – and believes email can provide a very cost-effective solution.
“Email has a very important role to play in the customer journey,” explains Petra. “When a customer is made aware of your product, you generally get above the line, through the line, direct, etc, and when they start to explore the product generally they go digital.”
In his view, though, there’s almost a place where brands ‘drop them off’, and where customers get ignored.
“And this is precisely when customers have questions, and want to know more about the nitty gritty of products,” he adds. Especially with ‘big ticket’ items such as purchasing a vehicle or financial services products.
At this point, he says, customers move from social media and digital to actually interacting with the business.
“The best way to do it often is to communicate via a digital channel such as email,” he says. “But there’s a lot more that businesses can do with the medium – for example, to cross-sell and up-sell, or down-sell to something else. But how can we be sure that the person they are [interacting with] is doing this efficiently?”
Petra says that to address this challenge, they have designed a suite of products that engage with consumers at this particular point in the journey.
“With email, we automate the process of reinforcing the purchase, or introducing them to new options,” he adds. “So we’re almost fulfilling a light CRM role, and we also try get these customers to talk about the product….so we are interacting with consumers right at the point where they are often ignored.”