The C of Context
We all get emails that completely miss the mark and have nothing to do with what you really like. In other words: misplaced content. In order to deliver the right message at the right time as a brand, you first need to know which specific moments influence consumers’ decisions. The subscription journey (see image below) identifies these phases: from a non-registered consumer doing research (acquisition) to a subscribed loyal customer (evangelist).
subscription economy graphic HD
The subscription journey.
Anticipating the mindset
By recognizing these phases, marketers can anticipate the mindset of the customer at that specific moment and also adjust the content accordingly. For example, for a user who has not used Netflix for a while, it can be interesting to use a win-back program with the aim of motivating him to turn on a film or series again. Otherwise, it may well be that the customer decides that he no longer needs the subscription and therefore terminates it.
To be relevant in the right way, automation comes in handy. Whether it concerns welcome messages upon registration, an email about an abandoned digital shopping cart or triggering consumer behavior through personalized messages. Despite the available technologies, many companies continue to send the same uniform content to all customers. A missed opportunity. Moreover, it gives competitors who do handle this cleverly a huge advantage.
Also read: 'Just one more!' What you can learn italy telegram data from Netflix as a content marketer [3 tips]
Key touchpoints
By mapping the most important touchpoints of the customer's buying cycle, you can achieve higher customer satisfaction and revenue growth. Simply put, you can compare the subscription model with a relationship where the 'give and take' principle is also important here. Valuable consumer data is used in exchange for better and more valuable personalized services.
Rrrrr… Relevance
Consumers receive more emails than just yours in a day. To avoid your message ending up in the trash, you need to be smart about it. The key to success here is relevance: content, timing and a message that is tailored to the specific profile of the subscriber. How? By eliminating data silos, which many companies struggle with today.
Combine data points
To gain a holistic insight, all data points need to be combined to complete the customer profile . Only then can content be created that matches the customer's previous purchases and/or interests. If you have nothing to do with Coldplay's music, you logically don't want to receive an email from Spotify about a Coldplay concert that will take place in the Netherlands soon.