How do you categorize communications sent to customers?

Marketing & Content Hub Tips, Tricks & Best Practices
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1

Hey guys, nice to meet you!

Pleasure, I’m Luisa and I work with Customer Marketing at Qulture.Rocks!

Giving a little context, as we grew, the number of touchpoints we have with customers also increased, this is because we started to launch more products, more platform updates, we started to produce events for our customers, in short, all this did with which we had to send a lot of communications to our customers.
In this way, we began to reflect that maybe we were bombarding our customers with so much information, and that this made customers give less value to the communications we send.

That’s why I wanted to understand how you organize this flow of communication with customers in your company!

How do you organize the flow of communications you send to customers? Is there some sort of categorization for each type of communication? How is this categorization done?

2

Hi @LuisaBortoli

Thank you for reaching out, and it’s nice to meet you too!

This is a great question! I want to tag some of our experts here - @Olivia_Bagnall @JonPayne @HubDoPete what would be your advice for @LuisaBortoli on this?

Thank you!

Best

Tiphaine

3

Hi @LuisaBortoli

Great to meet you too!

I’m glad to see you putting yourself in the shoes of your customer, to make sure the balance is correct - otherwise, they will use the blunt instrument of “unsubscribe all”

  • For communications sent in marketing workflows,
    consider your Marketing>Email>Subscription Types
    So they can decide which types of communications they want to receive from you
  • If possible, align each marketing communication to a campaign, so that each communication remains focused on the goals of the campaign to add value
  • For sales communications sent by sales reps and in sales sequences
    Consider your Objects>Activities>Call & Meeting Types

This will help give your customer some control, and your reporting on what they are receiving from you.

cheers

Pete

4

@LuisaBortoli Hi Luisa!
I agree with Pete that email subscription types and custom call/meeting types are the way to go.
You could also come up with an automation that flags if a contact is getting more than X number of emails per day or week and use that to monitor and asses what is being sent.
If you would be interested in chatting about this in person, please feel free to book some time with me here https://meetings.hubspot.com/olivia-bagnall

Olivia Bagnall

Inbound Consultant and Project ManagerBaskey
o.bagnall@baskey.eu
www.baskey.eu
Rheingasse 14, 50676 Köln
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</br > </br > Leo Lehrbaß & Brian Mackey Baskey GbR, Rheingasse 14, 50676 Köln

5

This reminds me of how different earth stones have unique energies and purposes. Similarly, customer communications could be categorized by intention like updates, events, and tips so each message connects better, just like using the right stone for the right energy.