5 Common Pitfalls When Incorporating Real-Time Messaging

Real-time messaging (RTM) isn’t a new concept. But it’s surprisingly underutilized.

From what I’ve seen in the European market and beyond, real-time technology today is efficient and readily available across a number of channels. For email marketers I challenge you to move past the batch-and-blast routine to a more data-driven, real-time strategy. I guarantee you’ll be better positioned to succeed in building customer loyalty and generating much greater ROI.

For those of you ready to accept this challenge, here are five common mistakes to avoid when integrating RTM.

1. 1. Sending text only messages. Instead use the power of HTML to make your messages more visually appealing and take the opportunity to include additional brand information.

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2. 2. Not leveraging the opportunity to up-sell and cross-sell products or services. RTM, when used for order confirmations is an optimal time to recommend additional products or services based on the purchase and other consumer data.

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2. 3. Too much up-sell and cross-sell. Don’t go overboard. The focus of the communications should be front and center. For example, if it’s a transactional message, be sure the purchase confirmation is highly visible.

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2. 4. Sending too many communications. There are several situations that allow for real-time messaging, but you may opt to take advantage of select circumstances as opposed to each trigger or transaction. Choose which types of real-time messages make sense for your brand to avoid overloading customer inboxes.

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2. 5. Not differentiating between an unsubscription of real-time messages and an unsubscription of all email communications. When your customers click “unsubscribe,” make a clear distinction about what exactly they wish to opt-out of receiving from your brand. Avoid a blanket “unsubscribe” and instead allow customers the choice to choose what communications they receive from you but ensure to make it an easy process. Ensure that you adjust the frequency of all of your communications.