So the content doesn't end up in the trash

Emails from marketing departments often end up unread in the waste paper basket. What do those responsible need to do to reduce this? The decisive factors are the right timing, suitable content and a more targeted approach. The company shows how this can be achieved Brandmaker in three points.1. pumping instead of pushingSimply annoying customers at random with information until they finally surrender or withdraw completely is not the finest way and is also completely inefficient. The crux of this "push marketing", apart from annoyed leads, is that quantity does not mean quality. By sending only one piece of content to each potential new customer, you can hardly hit everyone's pain points and interests. On the contrary. With this marketing method, the death rate of leads is as high as 98 percent. Lead qualification can be much better. To ensure that a lead is not lost in the middle-of-the-funnel desert - because the content they find there does not satisfy them - marketing must take a completely different approach than before. The key question is: What information do my potential customers need? What level of knowledge do they have? And where are their pain points? Instead of overwhelming all leads with the same content, you have to offer them the right content that is personalized for them. With this "pull marketing", the prospective customer becomes the decision-maker, because they have the choice of which content to view - depending on their knowledge and interests. They are no longer bombarded with unsuitable content, but actively determine and shape their individual content journey, at their own pace and at times of their choosing.2. goodbye, boring campaign managementTo turn leads into decision-makers on their information journey, marketers need the right technology. This technology must be based on the appropriate methodology that makes it easy to switch from push to pull marketing. This methodology should in turn be based on a kind of matrix that is made up of the respective level of knowledge of the prospective customer as well as different pieces of content and channels. In concrete terms, this means that you need to be able to differentiate between the various stages of knowledge or information that a potential customer is at. For example, are they not yet aware that they have a problem and need a solution? At this stage, they will mainly be interested in basic information. Or have they already dealt intensively with their problem and only need certain additional information to help them make a final decision? Then you should provide them with more in-depth content. The channels used by a target group should also be differentiated. Is an email a good choice? A blog post? The website? Marketers can only achieve the clear goal of making the top-of-the-funnel more effective by not thinking solely in terms of traditional campaign management approaches - and instead relying on smart engagement marketing.3. to smart technologySmart engagement marketing, i.e. making potential new customers the decision-makers on their content journey, looks like this: The lead should be provided with pieces of content tailored to them on a protected platform, from which they then select for themselves those that interest them the most, and - crucially - based on the content selected, further information of interest to them is offered. This makes each journey completely individual and unique. As part of this pull marketing, suitable content is offered unobtrusively. In addition, the relevant software should feed back important information about the lead to the marketer and automatically create a dossier: What content has he consumed and for how long? What level of knowledge do they have? What content have they shared? What type of person are they? How do they use social media, etc.? The advantage of such a dossier is that the sales department that receives it later can see exactly what interested the lead - and also what did not interest them and what they might be interested in next. In addition, stored hypotheses about the lead, such as "Lead is concerned about security" or "Lead wants to progressively expand their business", can be helpful in finding a suitable approach.ConclusionBy giving potential new customers the choice of what content they consume - but definitely meeting their level of knowledge and interest - you ensure a more satisfied lead who leaves the situation better informed than they were before.