Consumer meets product, which in turn leads to a profitable business. This is a phenomenon that has more nuances in between than your average analytical playbook. Today the challenge for any marketing and sales division is outreach. While the options of outreach are ever increasing, the filters increase at the same time. This makes it so much more difficult. My reference right now is to Email Marketing. There are over a dozen service providers of email marketing in almost every metro. Does that mean all our email marketing solutions are answered? Not really!
Today with the security updates of all the top email service providers, the spam filtration is even more stringent. More and more bulk outreach activity in every marketeers content inventory decreases in success ratio. If the outreach targets 100 consumers, only 1 out of 10 are actually reaching the target mailbox as a Non Spam Mail. Out of which business conversion still stands not more than 5 – 10 %. But does this mean that your target consumers are any less interested in your services. No!
Demand variation takes a very long time to take place, and one of the only enabler of demand variation is innovation. So the bottom line is consumers may still want your product if they see the value in them. However for that the business outreach needs to reach the consumer with at least a 60% hit rate. This only means that your email marketing service has to find a way to penetrate that e-filtration bubble to reach the consumer.
The solution – Now put yourself in the consumers shoes. How do you set up your filtration mechanisms on your personal mail? You mark the bulk mailing services that does not interest you and set a keyword to filter out such mails. An activity by which you segregate your mailboxes on your official mail as well. The key to Email Marketing today is “Segregation based on consumer analytics”. Let’s say you are a part of the solar power industry. The mails that will interest you would ideally be of that field only (ideally something that has the prospect of boosting your business). Now if a mailing campaign targets consumers of that sector by only showcasing their work within the spectrum of solar power field and highlighting the services provided to that particular sector and finally adding a sector analysed keyword in the campaign title, then that will ideally clear the filtration of a recipient mailbox within that respective sector.
Granted, it adds a step to the current marketing workflow but the output of consumer analytics and target consumer interest segregation is something that can be used to develop multiple sales mechanisms; this can ideally be a driving tool for business strategy. So segregation can be considered as a consumer analytics call for the day that can possibly be the solution your business requires for your companies marketing and outreach division to function at its optimum potential.