The pandemic has made it very hard to find new customers.
Marketers need to ensure that they are communicating effectively with their existing customers to foster loyalty during the COVID-19 pandemic. The chances of selling to an existing customer are 60%-70% as opposed to 5% to 20% of selling to a new customer.
Brands should also ensure their communications are relevant and hyper-personalised for the consumers. While customers have more time to read company communications due to the lockdown, they can be unforgiving about any form of wrong messaging.
SMS’s, which had a pre-pandemic open rate of 98%, can be especially effective to reach out to consumers at home. The piece suggests leveraging SmartSMS technology, which used SMS characters as the subject line before leading customer to a personalised website with “content unique to the individual customer.”
[4 minute read]