Multiple connections increase response rate

One of our eNudge subscribers, Jay Abraham Asia Pacific, routinely uses multiple connections — communicating more than once, often using different methods or technology, with their contacts about the same topic or event — to significantly increase their response rate.

You should never harass your contacts (they'll soon unsubscribe if you do), but connecting with them multiple times can move customers from “vaguely interested if I get time” to “yes, I really should look into that”, and finally to “okay, I'll take action”. A single communication, by contrast, may leave your contact stuck in an “interested but too busy” state.

An example: a vehicle launch

Take a new motor‑vehicle launch event. Some people who receive the first invitation (perhaps by email) will sign up immediately — die‑hard enthusiasts for whom time is no issue. If you rest on a single communication, you might get a 10% acceptance rate. If that fills your venue (allowing for last‑minute drop‑offs or no‑shows, perhaps as high as 50%), well done — but more likely you'll still have room for more.

Don't be afraid to go back to your contacts — perhaps using a different method such as SMS — to ask again those who didn't respond the first time. More granular targeting helps here too. In the vehicle example, you might note when a customer last bought from you, then use an alternative message where:

1. the customer bought the same type of vehicle as the one being launched (“you'll love the upgraded model, which improves x and y”), or
2. the customer bought a smaller vehicle — especially if you know they've started a family since (“do you need a vehicle with more room?”).

That 50% no‑show rate among people who initially accepted can be dramatically reduced with multiple connections. Closer to the event, email guests a link to a video of the new vehicle, a PDF of features, or a list of what they'll be able to see and do — like take a test drive. This builds anticipation while reminding registered guests so they're less likely to forget. A few days before, consider an SMS with parking details, confirming the time, date and what food will be provided. Make it easy for your guests! This helps ensure they don't “cool down” when something else comes up at the last minute.

Making multiple connections can:

1. improve overall response rate;
2. improve attendance rate;
3. build goodwill and customer loyalty, as you provide more value and better service.

If it sounds like a lot of work…

If multiple connections sound like more than you have time for, these tips may help:

• Write up a plan. Brainstorm your connections with staff, partners and other stakeholders to surface a range of ways to uniquely connect and add value. A plan can be a simple list of tasks, responsible person and due date — it shows through to your contacts as timely, appropriate communications, and reduces the time and effort to execute.
• Create your messages ahead. Use eNudge to build messages in advance, then just set the scheduled date — no need to nurse each one out. You may still want to manage targeting just before each send, so you don't send a subsequent invitation to people who've already accepted.
• Target your message. Use eNudge to target appropriate segments — e.g. depending on which car the person last bought, or their last response — using the advanced multiple‑criteria selection (if the data already exists in your contact records) or by uploading a subset with additional custom fields for personalisation.
• Record responses. Use eNudge to record responses to your SMS, email and telephone feedback. Campaign follow‑up functionality keeps all the results together, so you know who to send which communication to next — for instance, don't send address details to someone who hasn't decided to attend.

In summary

To greatly improve the results of your communications:

1. have a plan;
2. plan multiple connections that create anticipation, are tailored to the previous action (or inaction) of your contacts, increase goodwill by adding value, and get attention — perhaps by varying how you communicate;
3. target each message to the appropriate subset of your contacts;
4. personalise as much as is appropriate — don't send sensitive data in your messages, but do let customers know you're endeavouring to meet their individual needs.

We're happy to help you use any eNudge feature mentioned above, or to brainstorm your communications plan — just get in touch.

Heather Maloney
eNudge — the nudge they need!