At Imperatif, we have always believed in the importance of tailoring our communications to ensure that every contact with an our client’s existing or prospective customers is a rewarding one for both customer and client.
In our experience, this is not always as easy as it sounds, due to many of Imperatif’s clients being located all around Australia with different demographics from baby boomers to Generation Z’s being interested in their products.
Previously, as directed by some clients, when we took a blanket approach to our communications such as HTML email, we found that only a certain portion of our target audience opened, clicked on and acted upon them, with a certain component failing to interact at all.
We also found that during certain telemarketing calls, particular groups of people wanted to speak with us, whereas some demographics did not seem to enjoy the telephone calls as much, feeling that other forms of communication may suit them better.
Via listening to customers, collecting demographic information on an individual customer basis and tailoring our partner’s communications to the channels that their customers preferred, we are now easily able to ensure that every communication on behalf of our clients, with their targeted audience, is a welcome and fruitful one.
As an example, in 2013, Imperatif partnered with a client who have a core target demographic of 16 to 21 year olds showing initial interest in with their product. The core purpose of our communication on behalf of the client was to help increase their target audience attending appointments set either by Imperatif or our client.
After careful analysis of our initial telephone follow up with our client’s leads, Imperatif found that around 40% of them would not return our initial telephone calls. Of course, for a company specialising in telemarketing, this was alarming.
Implementing a carefully planned process using different communication mediums, Imperatif formulated a calculated plan whereby every outbound telephone call to a a lead would be automatically proceeded with an aesthetically pleasing email and a direct SMS.
Imperatif and our client are now enjoying a massively increased take up rate of engagement, appointment attendance and opportunities from employing these targeted communication methods.