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Boost your marketing ROI with emotional segmentation

Gary Bartley Gary Bartley October 3rd 2019 6 Minute Read
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Gary Bartley

October 3rd 2019

6 Minute Read

Feelings exist to drive behaviours. This is why emotional marketing is so effective at capturing consumer attention. Story-telling evokes strong emotions that draw people to your brand. Like any relationship, that initial attraction is important but that’s not what will keep them long term.

Many businesses attempt to improve customer experience through personalised communications. Who receives what is often automated through segmented marketing lists where contacts are grouped, often by demographic or buying behaviours.

Knowing your audience is key to any successful campaign. Knowing someone’s age, gender or purchase preferences doesn’t tell you anything about that customer’s experience in your business. The real value lies in knowing how your customers feel.

Why do feelings matter to my marketing?

Marketing is defined as “the action or business of promoting and selling products or services”. Customer feelings are a hugely overlooked resource in marketing strategy. Not only can they empower you to improve your business at a practical level but they can also be used to inform your marketing activities. Having a solid understanding of what motivates your customers puts you in a better position to sell to them.

Emotional segmentation of your contact lists provides loads of benefits over traditional marketing segmentation methods. Significantly, it allows you to craft marketing messages in accordance with how your customer feels.

This is extremely useful when building and maintaining valuable customer relationships. It allows you to nurture the positive feelings in happy customers to create brand advocates. These people then champion your business, increasing spend per head and boosting customer referrals.

Emotional segmentation also helps you appease unhappy customers, reducing the likelihood of bad reviews or giving you an opportunity to change their mind. It also ensures you don’t send marketing material that would antagonise unhappy customers.

Saying the right things to the right people will make your marketing more effective and secure you a better return on investment. It will help you save time, money and effort by targeting the people who want to hear from you most. Knowing your audience is key to any good campaign. Knowing how they feel sends your results through the roof.

 

Customer Satisfaction vs Customer Happiness - What is the difference?

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What will emotional segmentation allow me to do?

Emotional segmentation gives you more autonomy over your marketing strategy. It allows you to focus on reaching the right customers and those like them to contribute to the growth of your business.

Optimising your marketing in this way will drive revenue, improve customer retention and help you reach prospective new customers.

 

Personalise your marketing messages

Customers are individuals and that’s how they need to be spoken to. One-size-fits-all cookie cutter communications don’t cut it anymore. They turn customers off. How your customers feel dictates how you should be speaking to them.

Happy customers might love the bubbly tone of your latest promotional email. The language, imagery and content might persuade them to come back and eagerly part with some more hard-earned cash. Unhappy ones, however, are unlikely to feel the same. If you send blanket emails to all your contacts you risk antagonising unhappy customers further.

Striking the right tone in your communications can strengthen customer relationships. Emotional segmentation allows you to customise your content to appeal to your audience. So, whether you’re reaching out to your biggest fans, or encouraging the unimpressed to give you a second chance, you can personalise your message to achieve better marketing results.

 

Save time, money and effort

Knowing how happy your customers are means you don’t waste time, money or effort advertising to people who aren’t interested. Direct mail is expensive and takes time, so eliminate unhappy customers from your mailing lists and focus on happy customers who will be more receptive to your call to actions.

 

Build and protect your online reputation

Happy customers are more likely to help you bolster your online reputation. Emotional segmentation gives you that knowledge and allows you to use it to cultivate your online reputation.

BrightLocal found that 70% of customers will leave a review for a business when asked. All you need to do is thank them for their feedback and ask them to share it publicly. Simply send them a link to your preferred review page.

If 70% of all the people you ask leave a review as requested, your business will storm up those review site rankings. This will strengthen your online persona and create valuable social proof to support your other marketing efforts.

Excluding unhappy customers from your marketing campaigns can also protect your online reputation. This is particularly true of social media, where posts can become a target for unhappy customers to vent their anger. Negative reactions and comments can damage your brand so it’s best to avoid exposing ads to unhappy customers altogether.

 

Gain new customers

Customer acquisition is expensive. One of the cheapest and most effective ways to reach new customers is through your existing ones. If your happy customers are already your brand advocates, it makes sense to harness those positive feelings with a customer referral programme.

Creating a customer referral programme is simple. All you have to do is give customers something they really want in exchange for introducing their family and friends. This could be money off their next purchase, an exclusive free gift or a joint reward for both sets of customers, old and new.

Inviting happy customers to join the referral programme creates an air of exclusivity your customers will love. Everyone enjoys being part of the ‘in’ crowd, especially when they can enjoy the benefits with their nearest and dearest. Word of mouth marketing is one of the most effective ways to reach new audiences. Incentivising your customers to talk is the equivalent of handing them a megaphone.

 

Build a loyalty club

Happy customers are more likely to return to your business. A low cost, low effort way to retain these people long-term is to create a mailing list of all your happiest customers and invite them to join your loyalty club.

People like to feel like they’re getting a good deal. This is why members-only exclusivity shows customers you value their loyalty above all else. Receiving special gifts, prizes and money off vouchers is an act of appreciation. It also incentivises customers to return in order to cash them in.

Creating an exclusive members-only loyalty club goes further than passively waiting for them to return. It actively invites them back. Creating a branded loyalty club rewards the customers who buy from your business the most, nurturing a positive customer experience.

 

Run a win back campaign

Falling short of your customers’ expectations means losing their trust and their business. Once lost, these things are hard to regain. New Voice Media found that 51% of customers who’ve suffered a bad experience will never do business with that company again.

Emotional segmentation means you know which customers you’re at most risk of losing permanently. This knowledge can help you create a targeted win back campaign in an effort to persuade these customers to give your business a second chance.

If you’re sincere in your communications a percentage of those unhappy customers might be persuaded to return. Others may be tempted by incentives or money off promotions. Bain and Company found that increasing customer retention by just 5% can increase profits anywhere from 25% to 95%. A well targeted win-back campaign might just help you do that.

 

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Boost social following and engagement

It makes sense that your happiest customers are more inclined to engage with you in the real world. So, it should come as no surprise that they’re also more likely to do it online too. This makes them a valuable ally when it comes to building and promoting your social media profile.

By collecting the email addresses of your happiest customers’ you can use them to custom audiences on Facebook to help grow your online community.

Targeting your happy customers with like campaigns acts to boost your followers and engagement, while safeguarding your profile. Targeting all your contacts could pose a risk to your online reputation by inviting negative comments and reactions from unhappy customers.

As well as expanding your fanbase, your happiest customers are more likely to comment and engage with your posts. Each engagement makes your post visible to your customers’ friends, effectively promoting your content for free.

You can also extend your business’ reach to prospective new customers by creating custom lookalike audiences on Facebook. This means you can promote paid content targeting Facebook and Instagram users who resemble your ‘Actively Happy’ demographic.

 

Add social proof to your marketing messages

Positive customer commentary can go a long way in supporting your marketing messages. Quote your happiest customers on your website, social media campaigns and on hardcopy marketing collateral to give your marketing statements credibility.

This kind of social proof removes the fear of the unknown for prospective customers because existing ones have already done the groundwork. They are essentially validating your business does what it promises to do.

 

How to start using emotional segmentation

Customer retention is crucial to a growing business. After all, 20% of customers are the source of 80% of a company’s profits. This is why you must continue to nurture customer relationships long after their initial purchases. Your marketing efforts are crucial.

Emotional marketing segmentation helps you create brand advocates and win back unhappy customers. This offers a much higher return on investment than traditional segmentation techniques.

To get started, you need to discover how your customers feel. The One Question makes this easy. By using the only platform in the world that tells you how happy your customers and employees are in real-time, you will discover how your existing customers feel. Plus, you can also collect feedback and email addresses from new customers too.

Once you’ve got this data, emotional segmentation will be a breeze.

 

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Gary Bartley Gary Bartley

Gary is on a mission to help businesses understand the role that customer and employee happiness plays in their success.

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