Commercial pressure and marketing performance
Openers or non-openers? That is the question. One thing is certain: being able to better manage your commercial pressure is an undeniable asset for optimizing your results.
From the consumer’s point of view, commercial pressure corresponds to the pressure felt by the customer due to the multiple solicitations he faces (emails, SMS, advertising banners, retargeting, outgoing calls…). This is expressed by the number of solicitations received by the customer over a given period.
The impact of commercial pressure on your campaigns
Generally speaking, commercial pressure is negatively connoted because we observe a decrease in the performance of direct marketing campaigns and customer engagement beyond a certain threshold. Customers will tend to get annoyed with too frequent solicitations and potentially unsubscribe. Poorly managing CRM pressure by over-soliciting customers can have catastrophic consequences on the customer file and the company’s commercial performance.
In order to optimize the commercial pressure, you may have to implement different analytical tools.
1. Analyse the existing situation to identify the appropriate pressure thresholds
In order to optimize commercial pressure management, different types of analysis can be carried out. Firstly, an assessment of your animation plan will allow you to define the commercial pressure threshold that should not be exceeded by segment. This will allow you to adjust your strategy so as not to exceed the level of contact that could have a negative effect on commercial performance. It should be noted that as a general rule, the more committed customers are to a brand, the more likely they are to accept a high level of commercial pressure.
2. Send the right message at the right time with predictive models
This first step will provide a general framework for managing marketing pressure within the animation plan. However, if you want to have a more reactive management of marketing pressure, it can be interesting to associate predictive models to make sure you send the right message at the right time. In particular, the implementation of a repellent score will allow to anticipate the non-opening of emails on a given animation sequence. Let’s take the example of a company that would build its animation plan on 6-week sequences. Implementing a repulsor scoring on this type of mechanics would allow to estimate the probability that a customer will not open any of the emails sent during these 6 weeks. As a result, we can exclude customers with a high probability of not opening any emails.
Optimized results for performance
The benefits of this mechanism are multiple. Firstly, reducing the volume of emails sent to customers with a high probability of not opening will have a mathematical impact: increasing the opening and click rates and therefore the perception of ISPs on the messages sent. Secondly, we will succeed in improving the performance of customers with a high probability of not opening at a given time. Indeed, these non-opening customers often have a strong aversion to direct marketing. Consequently, they tend to be more active when they are not solicited than when they are. Reducing the commercial pressure will thus allow two things: to encourage their natural activity and to make the smallest messages received more attractive because they are less perceived as intrusive messages.
How does datacadabra help you manage your commercial pressure?
Within datacadabra, you will find a set of methods allowing you to apprehend this problem. The Follow module will allow you to implement different dashboards to monitor your activity. The Describe module will help you define useful segmentations to build your strategy. Finally, the Segment module will allow you to set up a scoring system and optimize your mailings.
Want to know more? Do not hesitate to contact us or to ask for a demo of datacadabra.