When it comes to your brand and products, your customers have a hidden story.
A story built out of the data stored in your analytics reporting, your email results, your advertising profitability, and your content usage metrics.
Each member of your audience plays a role in the story. There are moments of excitement, calm, reflexion, love, and withdrawal. Each moment marks a step within the story of their relationship to your brand.
To reveal the story of your customers, their individual relationship to your brand, requires the tools and knowledge to probe, analyze and create actions out of hypotheses covering individual members of your audience.
Email marketing and its associated tools are ideal for the process of probing and learning in a very cost-effective manner.
We make assumptions and test them against experiments using email technology (emails, sms, pop-ups in all varieties).
We Probe. Test. Assess. Then we use those results to guide messaging, cadence, and specific action requests from your audience to see if we are temporarily correct.
Temporarily, because your customers will change in intent as the year moves forward. Complacency can lead to a flattening of results over time. As we learn the rhythms of change in your audience, so we learn the rhythms of the experiments to apply.
We learn the messages and images that can create a response. The products that are likely to convert to a sale.
We learn by asking questions.
We solve business problems by asking questions and seeking out the answers that apply to a specific time period.
What else are we missing?
What is hidden from our view by our assumptions?
What else could your audience be hiding from you?
Email marketing provides us the tools to learn the secret of your audience as it changes during the year.
That’s the work that we do at Naian International, and we’ve been doing it for more than 10 years.
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