Client Engagement… In The Face of Summer Hours and Vacations

We’re in the midst of the Dog Days of Summer. It’s been so, so hot lately and, here in Buffalo, it hasn’t really rained in what feels like a year. Certainly, just getting to work can feel like an accomplishment on these 90 degree days, but once I am here, one of the real challenges of any marketer’s job begins – keeping engagement rates up in a time of summer hours, long lunches, and 2 week-long vacations.

Based on research conducted by our email vendor, I’m proud to say that Algonquin’s email outreach attempts are usually incredibly successful. We consistently record email open rates of approximately 12% higher than our industry’s average, with click-through rates at an even-higher 15%. Come summer, these numbers drop a bit, not unexpectedly (thanks to those pesky vacations, I’m sure), but we still record rates well above the average for other companies in the consulting and professional services fields.

How? I’m so glad you asked…

Consistency
Once upon a time, the marketing team here at Algonquin picked a monthly newsletter “publication” date and we’ve stuck to it. While our choice was random – the second Wednesday of every month – I don’t think the results we’ve seen are. By consistently delivering content to our clients and prospects at the same time each month, we’ve set an expectation that we’re now living up to. When our newsletter pops up in their mailboxes, our recipients aren’t surprised… they’ve been expecting it. In fact, I like to think they’ve been looking forward to receiving it and are excited about reading its contents and learning more about what’s happening at Algonquin Studios.

Quality
Obviously, we could provide the most consistent schedule of emails known to man, but if they didn’t contain interesting, relevant information those emails would probably never get read. While it’s easy to generate sales copy touting the next great idea or product, offering real substance is more difficult but it’s also what keeps clients listening. Here at Algonquin, we like to feature recently completed projects, as a way to both showcase our work and give clients ideas about how we might be able to help them; we always include information about our non-profit soccer program, so that clients and friends are kept up to date on the exciting work Buffalo Soccer Club staff and volunteers are doing with children in the City of Buffalo; and we offer information on the user groups and webinars we run to help clients get the most out from their technology.

Loyalty
If you’re a regular reader of the Algonquin Studios blog, you’ve probably heard us talk about our relationship-building approach to business. Here at Algonquin, we’re not looking to be a quick fix or one-time vendor for our clients; we want to establish a longterm relationship with the companies that need our services, getting to know their businesses and pain points and providing consulting and web and software development that will make real, positive impacts on the way they do business. Our focus is on these longterm relationships, not flash-in-the-pan interactions and I think our email recipients may be more likely to read our emails because they know and trust us and understand that our communications will provide value, rather than simply being a vehicles to drive sales.

Fun
This last one might seem a little silly (how appropriate), but having fun is an important part of the way we do business. Afterall humor is one of the Four H’s we espouse here at Algonquin. So, we try to make sure there’s something fun in our monthly newsletters. For example, every month we run a trivia contest and offer our readers the chance to win a prize (this summer, we’ve been giving away 4 packs of tickets to Buffalo Bisons’ games). It may seem like a little thing, but most of us like to win things and if the trivia contest keeps people coming back from more Algonquin Studios news, I’m ok with that!

So, now that you’ve heard about how we do things here at Algonquin, tell me… How does your company work at engaging clients and keep them coming back for more?

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