The best way to prevent channel fatigue while reaching customers at the right place and time is to be available on their favorite channels. Multi-channel messaging makes your business available in all the places your customers frequent in ways that are most convenient for them — whether that’s on a Facebook Business Page, Twitter Direct Messages, Kik, SMS/text messaging, rich messaging (on Apple Business Chat and Google Rich Business Messaging), Web Chat, or In-App Messaging.
Transform how you engage with customers by letting them talk to your business the same way they talk to their friends and family.
Companies that put effort into understanding which channels are most important to their customers are better equipped to manage channel fatigue. For example, companies can optimize their communication and define message relevance customer-by-customer, based on behavior, demographics, preferences, journey status, and purchase data.
Another way to help customize the customer experience is to keep in mind the different tools customers use to view messages.
Messages sent over Web Chat are viewed on a computer most of the time, making Web Chat a better platform for sending resources, guides, and text-centric solutions. Alternately, Facebook, Twitter, Kik, and rich messages (all which are great for sending multimedia) would most likely be viewed on a mobile device. In this case, you might opt to engage your customers with interactive rich messaging features like images, videos, gifs, emojis, and cards that can be inserted into conversations on social media platforms and business SMS.
Focus on Message Quality
Ensure that your messages provide your audience value by making them enticing and relevant.
Not every individual within a target audience will find relevance in mass messaging. With an audience full of customers at varying stages in their journey or simply at different income levels, personalization must go beyond just using first names or location. Rather than sending out one mass message across channels, the best way to engage a varied customer audience is to segment them out into smaller groups, and target messages from there — because if a customer clicks on a message to discover that it isn’t as relevant (or specific) to them as originally implied, they will lose trust in your messages and, subsequently, your business.
If your message is relevant to your audience, then format becomes less important. What matters is that you’re sending content that is low-effort to read and react. However, if your message is possibly irrelevant to certain customers’ interests, you should focus on capturing their attention while still keeping their effort levels low. Easy, fun, and visual is best — it gives your customers less to look through, making it a perfect fit for their busy lives.
Choose the Best Channel to Communicate
If your business keeps track of the content and frequency of your messaging, as well as your engagement across platforms and audience segments, then there are a lot of different communication channels to consider. The key is to make the most out of each channel.
Studies show that Business SMS/text messaging is the most effective channel to capture customer attention because it is a diversion from the typical email and promoted messages omni-present in their digital lifestyle, while maintaining the same level of immediacy. Text messaging is personal, download-free, and doesn’t require an internet connection. It’s also low effort to read and take action.
No matter what channel your customer base chooses to use, be sure to keep track of response and conversion rates to inform smart decision-making surrounding your brand communication. When it comes to platforms that give you insight and platforms that help businesses with messaging, Quiq doesn’t make you choose. By integrating directly into your existing CRM system, you’re able to continue receiving the reports that you know and love.
Fight channel fatigue with the proper strategy — focused on intent and personalized communication. Quiq Messaging connects your business to a variety of different platforms seamlessly. Want to learn more about Quiq’s multi-channel messaging platform? Send yourself a message today.