CandidSky’s campaign of the week (13.03.2020)
Thoughtful marketing: a cross-channel effort to personalise the customer journey.
Bloom & Wild is an online florist. It wants make thoughtful gifting easier. It wants to make marketing thoughtful, too.
The aim? To ensure customers have a positive experience, even during more difficult times of the year. The idea was a result of customer feedback about how extensive Mother’s Day marketing can be hard to see.
So in February 2019, Bloom & Wild invited subscribers to opt out of receiving any Mother’s Day related emails. They’d still receive all other generic email newsletters and offers, though.
18,000 customers opted out. And 1,500 got in touch just to praise the gesture and say thank you.
This year, it’s going a few steps further. Email subscribers can opt out from any Mother’s Day emails. But now, they can hide all Mother’s Day products, navigation, and advertising from the Bloom & Wild website.
Bloom & Wild’s homepage with Mother’s Day navigation
Bloom & Wild’s homepage without Mother’s Day navigation
And if they use the same email for their Facebook, Instagram, and Gmail accounts, users won’t see any Mother’s Day content on social media either. Bloom & Wild are avoiding organic posts about Mother’s Day – but are targeting paid posts to those who have “opted in”.
Facebook ad targeted at users opting to see Mother’s Day content
Instagram ad targeted at users opting to avoid Mother’s Day content
Users just need to log in and check the opt out box under the marketing preferences tab. It’s simple. But the impact could be huge.
The perks of personalisation
The approach highlights how effective marketing personalisation could be. Bloom & Wild are inviting users to choose the experience they want to have – without over (or under) complicating things.
It isn’t creating a fully personalised website for individual customers, complete with product recommendations, targeted graphics, and location-based services. But it goes beyond just putting their name in an email subject line.
Ultimately, it shows a clear focus on what’s most important: customer experience and satisfaction. In itself, that’s great for branding. Don’t we all want to be perceived as putting customers first?
Bloom & Wild have a clear understanding of who its customers are. Or more specifically, it shows a consideration for the user as a person, not a conversion.
By acknowledging the audience’s sensitivities – and how they could be impacted by certain messaging – Bloom & Wild appeal to the human, emotional side of its audience. It gains trust. And trust is crucial – only 34% of consumers trust the brands they buy from. But 81% say it’s a deciding factor in who to buy from.
Building trust takes the relationship from “service and user” to “brand and fan”. And that’s what keeps customers coming back.
A final note: social listening is crucial. Or even just listening to your customers. Negative reviews can be taken as constructive criticism. You might learn of an issue or pain point you had no idea existed. And solving it could have a positive impact on your business overall.
What can we learn from this?
- Your customers are people. Not numbers, data points, or conversions. So treat them as humans; add a personal touch to your marketing.
- Listen to your audience. They experience your business in a way that you can’t. And they might have ideas you’re yet to think of.
- Personalised marketing can work in a number of ways. Consider your customer journey: how, where, and why users interact with your brand – and the mind frame they’re in at each point.
- Own your “sensitive” product or service. Acknowledge that your offering might be difficult to talk about – you might deal with personal finance, legal issues, or personal products. It could make you more relatable, more approachable, and more appealing as a brand.