Regular communication is something that every human being desires, this need is hard-coded into us, and something that we cannot do without. Relevant communication is equally important to us human beings, there is nothing worse than dealing with irrelevant communication. Brands who plan their communication strategy have an excellent opportunity to exploit these needs by ensuring regular and relevant communication.
Happening in such a pattern with the same time between individual instances; recurring at short uniform intervals
The key words in the above definition are pattern, time and interval. If you want to develop a strong bond with your client base you need to help them grow accustomed to receiving communication from you. Planning what you want to say and/or ask is a vitally important task in ensuring regular communication.
Bringing your clients into a space where they are expectant of receiving communication from you is the goal here.
For communication to have any value, it must be relevant. This seems like and obvious statement, but one that is often missed. Relevant communication cannot be defined as communication that you, the Brand, think is relevant. It is the communication that your customer sees as relevant. Fundamentally, relevance can only be defined by the importance the recipient places on it.
It is important for you to check-in with your recipients on whether they see your communication as relevant. Seek their input on topics that they would like to see covered. Run surveys or question and answer options as part of your process. This step of engaging your customer will of itself make your communication more relevant. It immediately imputes a feeling of connection.
This is the trap that many organisations fall into. As soon as you lose relevance you will be seen as SPAM. A universal problem faced by many brands is the drop off in their mailing lists. Many organisations respond by simply increasing the number of communication pieces they push out.
This action, ironically, turns some of the relevant communication into SPAM as other people lose interest. A true measure for us about how seriously an organisation takes communication is what happens during the unsubscribe process.
Many organisations fail at this point. They place a generic tick box list asking why the person is unsubscribing. The truth is that the recipient had actually “unsubscribed” weeks or months ago, they simply had not yet hit the unsubscribe link. The only response that could get a person back is a personal call asking why they had decided to unsubscribe. This is the only hope a brand has of rescuing a subscriber.
If you are serious about your communication and you want to really connect with your clients, you need to plan the interactions. Keeping your communication regular and relevant will keep your client base engaged. Be intentional. If you only push out communication you are going about it incorrectly and you will ultimately lose your subscriber platform.