For Frankwatching Gay humor in commercials , Haters and trolls on social media , 5 bizarre LGBT commercials , 5 videos that went viral , From representation to respect , The rules of target group segmentation , Get woke, go broke , Storytelling & the LGBT+ consumer: 4 inspiring cases , Netflix: target group segmentation or pinkwashing and Forbidden fruits: the (gay) advertisements that did not go unnoticed .Friday evening, 20:00 sharp and my weekend has started. My phone vibrates, you sent me an email! The subject triggers me. I open your e-mail, but that's where it goes wrong: 'Dear Sir/Madam'… Why this doubt, you know who I am, don't you? Without reading further.
I'm moving your email to my whatsapp list trash. I have not (yet) bothered to unsubscribe from your mailing list. However, on your next attempt you will be 1-0 down anyway. Shame! Is this a description of an exceptional case? Unfortunately not. At least not based on my experience. And I'm not just talking about e-mails from parties unknown to me. My insurer has known me as Bert for a long time. Communicating with your customers in an automated way is very important.
Marketing campaigns with the right content, at the right time, aimed at the right person and via the right channel. Basically just the holy grail in marketing. Cards on the table: I don't know the secret either. But I would like to take you along in my way of thinking and working, in 5 steps. 1. Visualize your customer together Ask yourself: what makes you really excited about an email? That you not only read the email, but also take action when prompted? This is often because the sender seems to know exactly who you are and what you need at that moment. How do they do that? By starting at the beginning, and no, that is not when writing that (in your eyes) perfect email! I still see them too often: emails that tell me what the sender has to offer.