Delivering Relevant Content Across Channels
Relevance is not confined to a single channel—it should be woven consistently into every touchpoint, from social media interactions to customer service communications. Here’s how businesses can achieve relevance across key channels:
Email Marketing: Personalised greetings and subject lines are no longer enough. Emails should demonstrate relevance from the first sentence, acknowledging the recipient’s preferences, interests, or recent actions.
Example: An email from a book retailer could begin, “Daniel, because you’ve been exploring mindfulness books, we thought you’d enjoy this new release on creating inner calm.”
Social Media: Use social media to engage with customers in real-time, responding to comments, sharing tailored content, and celebrating customer milestones. Social media listening tools can provide insights into customer interests and emerging topics.
Example: A craft beer company might notice a customer consistently liking posts about new brew releases. A personal message or response acknowledging their interest in limited-edition brews could create a sense of connection and relevance.
Customer Support: Relevance extends to how you handle support interactions. Train support staff to personalise their approach, recognising previous interactions and anticipating the customer’s needs based on their history.
Example: A subscription box company could train its support staff to reference a customer’s past feedback or preferences when addressing issues, showing attentiveness and continuity.