Avoiding The Blanket Approach Targeted Marketing To 3 Customer Types

Amanda Natividad hit the nail on the head recently with a brief but succinct post on LinkedIn about why you shouldn’t send one blanket-catch-all email to your customers. Instead create emails which are designed specifically for three customer types - occasional, regular and frequent.????

When it comes to marketing successfully to these three customer types - whether via email or other channels - tailored strategies which address the unique needs, preferences, and behaviours of each, is the way to go.?

Here's a breakdown of some of the ways that you can effectively market to your occasional, regular, and frequent customer:

Occasional Customers:

Targeted Promotions: Use promotions and discounts to incentivise occasional customers to make a purchase, with limited-time offers or special deals to create a sense of urgency.

Email Marketing: Send your occasional customers targeted email campaigns featuring new products, exclusive discounts, or upcoming events.

Engaging Content: Provide valuable content through your website, blog, or social media channels which educates and entertains occasional customers. This can include how-to guides, user generated content and product review galleries, product demonstrations, or behind-the-scenes stories.

Retargeting Ads: Retargeting ads can remind occasional customers about products they showed an interest in but didn't purchase. This keeps your brand top-of-mind and encourages them to return.

Loyalty Programs: Introduce a simple loyalty program where occasional customers can earn points or rewards for every purchase. This incentivizes repeat purchases and helps turn occasional customers into regular customers.

Regular Customers:

Personalised Recommendations: Leverage your data analytics to understand the preferences and purchasing patterns of your regular customers'. Use this information to provide personalised product recommendations or exclusive offers tailored to their interests.

VIP Treatment: Offer exclusive perks such as early access to sales, free shipping, or invitation-only events, so your regular customers feel valued.?

Feedback Channels: Encourage regular customers to provide feedback through surveys, reviews, or social media platforms. But don’t just do this for the sake of it.??

Using customer feedback to improve your products, services or your platform or App, demonstrates that you value their opinions. Take it that one step further and provide a discount code or voucher off their next purchase as a thank you.

Referral Program: Reward regular customers for referring their friends and family to your business. This not only incentivizes referrals but also helps expand your customer base.

Frequent Customers:

Exclusive Access: Offer frequent customers exclusive access to new products, services, or features before they're available to the public. This makes them feel like VIPs and strengthens their loyalty to your brand.

Personalised Communication: Engage with frequent customers on a personal level through personalised emails, App or platform messages. Show appreciation for their continued support and tailor your communications based on their preferences.??

Surprise Rewards: Surprise frequent customers with unexpected rewards or gifts as a token of appreciation for their loyalty. This could be a free product or a discount on their next purchase before checkout, or via an email just before their birthday.

Cross-Selling and Upselling: Recommend complementary products or upgrades to frequent customers based on their past purchases. This demonstrates that you understand their needs, and helps increase their average order value.

Reward Milestones: Recognise and celebrate milestones in the customer's journey, such as reaching a certain number of purchases or years of loyalty. Offer special rewards or discounts to commemorate these occasions and reinforce their loyalty to your brand.

By implementing targeted marketing strategies for each type of customer, you can maximise retention, drive repeat business, and ultimately increase revenue for your business.