Having a deep understanding of your brand’s touchpoints will bring exceptional long-term benefits. It is the way to build a strong, powerful brand at every turn and stay present in the minds of customers. Touchpoint’s are were revenue is generated, loyalty is stimulated, and customer data is collected. Still few brands use the full potential of their touchpoints to gather opt-ins and some of the touchpoint are even totally untapped.
Email marketing is very much alive and can deliver a very impressive ROI when compared to all other direct marketing channels. That is, with the right list size. Through capturing quality opt-in subscribers you can turn occasional visitors into multi-connected marketing contacts. An email address is a first step into a customer journey supported and developed through email (and that awesome ROI).
Every contact is a chance to grow your list
To boost your subscriber list, a brand needs to draw attention to email program via all viable channels. A marketer can see every customer or prospect interaction as an opportunity. These ‘touches’ are gathered around touchpoints; the places that customer interaction takes place. Knowing your touchpoints is key in gathering more subscribers. Fresh permission-based subscribers will let you maintain (or even improve) your delivery reputation and convert contacts into revenue. About one third of your list will become inactive each year. So you better start to actively promote opt-ins!
Touchpoint Inventarization: make a list of all touchpoints
Start by compiling a list of all your brand’s touchpoints. If you are a larger customer facing organisation the number of touchpoints can quickly accumulate. I would advise you to create that list in a spreadsheet, this will allow you to keep an overview and will be very helpful later when we want to sort them, start with prioritizing and assessing potential. Once the number of touchpoints go up, it is good to have a sortable list!
The basic spreadsheet would need to contain at least the identifier per touchpoint. The identifier is built up from the following fields:
- Name: A short name for the touchpoint.
- Description: A longer description if the short name isn’t self-exploratory.
- Reference: An link to the touchpoint (external reference), this can be a URL, Image, document or folder (if several documents).
- Reference number: Number the touchpoints, for easy lookup, sharing and if mentioned somewhere else.
The identifier keeps your list clear, makes it easy to share with colleagues and agency and avoids double work. I will come back to additional fields in a later post. I made an email marketing list growth template in excel that you can download.
The easiest way to start is doing a mind dump: Write down all the touchpoints you can think of in one go. First list all the Names, write the references and descriptions later. It doesn’t matter if you think they are viable for gathering permission opt-ins, don’t dismiss, just write them down.
To get you fired up, think of these categories:
- Current campaigns
- Your owned, earned and paid media
- All channels
- All brand(s) and target groups
Once you have run out of inspiration (and breath): Stop, save the document and go do something else. You will see that your unconscious mind keeps going. Every time you think of another touchpoint, remember the spreadsheet and add the Name to the list.
Going through the customer journey
Each customer or potential customer goes through a journey with your brand. They say it takes at least 5 -7 touches before a first purchase is made. Customers come into contact and have several touches with your brand(s). Pick an imaginary customer or persona and take a walk in their shoes. They want to purchase, call customer service, see your marketing and sales etc.
Going through these will help to uncover some of the touchpoints otherwise left behind.
You can see where this is headed: inventarization is the first step into getting the most out of all your current touchpoints. In the next article we will go into the touchpoint categories and why it is important to know these by heart.