How Address Validation and Chocolate Have the Same Effect on Your Customer
Posted by Dom K on Monday, February 22, 2016 - 22:42
For us, regular folks, Valentine’s Day takes place once a year. For businesses, every day should be Valentine’s Day.
Now, I don’t mean that people will be rushing in last second to buy your product for a 300% markup (that would be pretty sweet, though). What I mean is that, like a loved one, you have to show your customers you love them. You have to show each customer that you value their individuality and that they’re not just one out of a bunch.
Let’s view this from a sweeter perspective. In Valentine’s Day terms, you can either throw a box of assorted chocolates at your customer and hope they at least appreciate the thought, or you can take what you know about this person, verify the facts and then specifically tailor a selection of what catches their fancy – bite after bite.
Dark chocolate? Done. Milk chocolate with caramel? Yum. Coconut with raspberry filling? Okay, not our favorite, but we can make it happen.
Targeting the right customer shows you care enough about them to do your due diligence.
As people of the industry, we understand the importance of this. For marketers, it’s to ensure their product information is being promoted. For travel experts, it’s to ensure that all notifications and reminders are going through the most effective streams. For healthcare providers, it’s ensuring that they’re receiving payment for their services, either from the patients or their insurance providers.
The catch here is – how do you know your message is being received?
Customers provide you with contact information. Sometimes, that information is wrong, invalid or incorrectly put into the system. When these errors happen, it’s impossible to reach your customers and show them all the love you have. There’s a solution for this: address validation. Not only are you able to fix the errors in your database with such solution, but you’re also able to reach your customers in the most effective way.
At this point, not only will they adore you for the attention, but they’ll want more. They’ll want your products. More products. More revenue.
Let’s bring this full circle now. Address validation is a key component in the success of your campaigns. It’s naturally hard getting to know your many customers on a personal level, as you would a loved one, but adopting address validation solutions helps you not only know that your customers exist, but exactly how to reach them and eventually become part of their lives.
Easy enough, right?