We strongly stress that it's more important to send the most appropriate message to a smaller audience than the wrong message to everyone.
Companies struggling to increase sales should analyze what they are trying to accomplish with their marketing strategies. Imagine that after each mailing (or other communication), you need to answer the following questions:
- Without your message, how many customers will fail to interact with your company at all for an extended period of time?
- Is your customer base tired of hearing from you? If you send a lot of boring messages to the audience, then after a while, customers will quit responding.
- Have you sent the message to the “wrong" or “right" customer group? For example, imagine that you advertised the most expensive cars to customers with the lowest income. Those kinds of newsletters can even reduce profits because a client may be more inclined to work with a competitor whose communications provide real value for them.
On many platforms, you can't find the answers to these questions, so sometimes companies waste their money on newsletters that could be eliminated altogether. Organic changes in the target audience could cause businesses to believe that their marketing strategy is working, even though observed trends are the result of a different external force.
The same concept applies to mailings and other forms of customer communications, such as push notifications, SMS, landing pages, and messaging apps.
Our customer data platform, Evinent Analytics, is designed to define the control groups that are most likely to be interested in your content based on precise analytics provided by our platform tools.
Additionally, when your message has been sent to your control groups, you can always check the reaction of each customer to the newsletter. After defining your control groups, future mailings will be fully targeted to the specified audience without producing the spam effect of sending a mass message.
Applying control groups will help you determine which types of communications drive client interaction and the optimal timeline for sending messages to increase profit.
Compared to most online analytics services that do not have professional tools for establishing customized control groups, Evinent Analytics will help you increase your revenue and monitor the growth generated by each of your communications.