What are the biggest outbound marketing risks out there?
It’s not just that companies may not have any clear way of measuring the value of their customer base and their outbound efforts, according to data from consultancy KPMG.
The most obvious risk out there is that outbound messaging services and data-driven marketing could cause some companies to overlook the importance of their customers and customers to their business, as well as the value that customers provide to the company, and thus to the business itself.
As one KPMg expert explained in a recent paper, companies need to be careful about measuring their outbrowsing efforts.
“Outbound marketing has the potential to be the primary driver of value in outbound networks, even if it is not measured directly,” the author said.
“This may also lead to value miss-shifts.
For example, an outbound email to a customer from a marketing agency might lead to a significant increase in their value because they have no idea how many customers they are meeting.
But the marketing agency may also miss out on other potential benefits of the email, such as increased conversion, increased engagement, and higher sales.”
What to do about itKPMg says that it’s often better to err on the side of caution.
The reason is that marketing companies are often not well equipped to detect and take action when the value they’re receiving is not accurate.
If marketing services don’t track outbound messages, they may be able to ignore them and simply deliver more marketing content that doesn’t accurately represent what the customer is paying for.
The advice that comes with this is that companies should only focus on the value in their network when it’s clear that they have enough information to make a decision on the basis of.
That’s when they should start tracking the value, according the KPMog expert.
“The value is not being measured when the company is making an outbounce,” he said.
This is particularly true when companies are trying to measure value by sending out out email messages that have no meaning to their target customers, he said, which may have a negative impact on the overall value that they are delivering.
For example, in an email sent to a client, the company might send out a short message that includes some general information about the business and the person the client is dealing with, but it also asks for the client’s personal information.
In this case, the value might be that the message is not really meant to be about the client, but about the fact that the client has been told that the company offers “free” services, which might be a sign of a value miss.
In such situations, the best course of action is to ignore the outbound message altogether and keep an eye on the network.
KPMgt advises that companies that have multiple channels in which to communicate with their clients should also monitor those channels for outbound value.
“It’s always better to focus on one channel rather than multiple channels,” KPMerg explained.
“Outbound messaging is one way of making value measurements in outbundled networks,” he continued.
“But it’s also important to remember that the network may be out of sync with the value delivery being provided.
The client may not necessarily want to hear all that value they are being delivered.”