Small Communications Team? Here are Two Proven Digital Engagement Tactics For You
In a connected world, the private sector must use a “customer-centric” approach to drive more revenue and higher retention. The benefits of this mind-set are important to the public sector as well, which translates to understanding and meeting the needs of an audience.
But as a small communications team, you can only do so much. This is where message automation and built-in campaigns can help multiply your efforts and increase your results.
What does automated messaging look like? One example could be a set of marketing emails sent automatically on a schedule – for example, an email sends when someone signs up for your email list, and another three days later. Or, the emails deployed can vary based on behavior taken like sign ups, interacting with a piece of content, or clicking somewhere on your website.
It’s all in the data: communication teams that use automated, data-driven messaging have the highest return on investment (ROI). According to Epsilon Email Institute, automated email messages average 70.5 percent higher open rates and 152 percent higher click-through rates than “business as usual” marketing messages.
This is because message automation delivers customer-centric communications based on where your audience is in their lifecycle. By automating a series of messages to audiences segmented by interest, location or engagement activity, organizations can make a significant impact on campaign effectiveness and corresponding key objectives.
Enter pre-built digital campaigns, a capability in our Advanced Package for the Communications Cloud. Pre-built campaigns allow you to share your organization’s brand story, mission, programs, and resources in an efficient manner, with scale and agility. They’re user-friendly and intuitive to communicators at any level.
Pre-built campaigns allow you to better scale your efforts through templates and pre-built functions. With campaigns, everything is set up for you, no need to add manpower or extra resources.
Here are a few benefits that organizations see with pre-built campaigns:
Onboard new audiences: New subscribers are the ripest for interaction – and pre-built onboarding campaigns help organizations simply & easily maximize first impressions. Our automated series of welcome messages offer a standardized approach to introducing an organization’s brand and resources to new subscribers. Instead of throwing new members of your audience into the drumbeat of communications, each on-boarding message can slowly introduce them to your organization, set expectations, and make a great first impression.
Cross-promote programs and services: Expert communicators want to get the most out of each subscriber and actively market content to them that may be interesting to them (or market content that is a priority for their agency). Through pre-built campaigns, tap into existing audiences to cross-promote relevant or new programs and services, driving more awareness and engagement from existing subscribers.
Re-engage inactive audiences: There are a million reasons why people don’t open or click an email, but organizations can help drive increased message engagement through pre-built re-engagement campaigns. Nudge sleepy subscribers who haven’t engaged within a specific time period to drive the opens and clicks you need, while re-activating your relationship.
With pre-built campaigns, government organizations have greater access to their customers, while reaching new audiences through improved communications.
Message automation and campaigns are all part of an integrated mix of techniques used by today’s top public sector communicators.
If you are stuck in a rut communicating through traditional outreach and seeing no improvement in customer engagement, now is the time to consider the Advanced Package for the Communications Cloud. Our cloud-based solution provides real-time functionality and can multiply your efforts to increase you results.
Want to take it to the next step? Email us at firstname.lastname@example.org, and our Client Success Consultants will connect with you.