55% of marketers say it's harder to engage customers than 5 years ago

Every touchpoint—whether it's an email, a social media interaction, or a website visit—serves as an opportunity to engage customers and usher them closer to making a purchase. And the importance of these interactions isn’t to be taken lightly.  

In our recent study, 65% of marketers told us that they’ve witnessed an increased number of touchpoints required to secure a sale. Additionally, 55% of marketers believe that it's harder to engage customers than it was five years ago. 

The role of touchpoints in the customer journey 

Navigating the customer journey today demands a meticulous understanding of touchpoints. What were once mere contact points are now pivotal moments that shape perceptions and influence decisions.  

The goal is to create a seamless journey of interactions that builds trust and lasting relationships. To achieve this, marketers need to not only capture attention but also sustain engagement over as many touchpoints as they need to convert. 

Revisiting the rule of seven: Does it still apply? 

The "rule of seven" has been a cornerstone of traditional marketing, suggesting that potential customers need to encounter a brand's message at least seven times before they are ready to make a buying decision. In the past, this rule formed the foundation of many marketing strategies, aiming to ensure that repeated exposure would cultivate familiarity and eventual trust. 

However, in today’s digital landscape, the efficacy of the rule of seven is being reassessed. Our data reveals that the average number of touchpoints required to convert a customer has significantly increased, with four times as many marketers saying it takes more than 11 touchpoints to convert a sale when compared to five years ago. 

Shifting the focus to quality of engagements 

The abundance of digital channels and the ever-increasing volume of messaging mean that customers are overwhelmed, leading to information overload. This makes it harder for any single message to stand out. 

As a result, marketers must shift from sheer frequency to the quality and personalization of customer touchpoints. This increased number of touchpoints must also be complemented by deeper, more meaningful engagements. Each interaction needs to be crafted to resonate personally with the customer, addressing their unique needs and preferences to effectively cut through the noise. 

While the rule of seven may still serve as a useful guideline for marketing activities, it's no longer a one-size-fits-all solution. Marketers must adapt their strategies to ensure that each touchpoint is not just another instance of contact but a valuable and memorable experience for the customer. 

5 strategies for enhancing customer engagement 

Personalization 

Personalization is the cornerstone of effective engagement. Tailoring messages to reflect individual preferences and behaviors significantly enhances a connection. By leveraging data analytics and CRM systems, marketers can easily deliver personalized content that resonates on a deeper level, ultimately driving action. Personalized email signatures, for instance, have higher engagement rates compared to their generic counterparts. 

Multi-channel approach 

Engaging customers across multiple channels ensures broader and more frequent touchpoints. Using a blend of social media, email, content marketing, and pay-per-click (PPC) advertising allows brands to maintain a continuous presence in customers’ minds. Each channel offers unique opportunities to connect, educate, and persuade. 

Interactive content 

Incorporating interactive elements such as polls, quizzes, and videos can make touchpoints more engaging. Interactive content requires active participation from the audience, increasing their involvement and interest. This type of content can make the brand experience more memorable and enjoyable. 

Timely follow-ups 

Following up with customers quickly after an initial contact is crucial. Whether it’s a response to a query, a thank-you email, or a post-purchase message, timely follow-ups convey attentiveness and care. These touchpoints maintain momentum and guide customers smoothly along the sales funnel. 

Customer feedback and surveys 

Actively seeking customer feedback and conducting surveys can turn touchpoints into valuable learning opportunities. By understanding customer sentiments and preferences, marketers can refine their strategies to better meet their audience's needs and expectations. Tools like one-click surveys for your email signatures will give you instant and valuable feedback. 

Technology empowering engagement 

The right tools significantly elevate touchpoint management. CRM systems, integrated with AI and machine learning capabilities, provide insights that facilitate personalized and impactful interactions.

Social media platforms and marketing automation tools further streamline the process of creating and managing touchpoints, allowing marketers to focus on crafting meaningful messages.

Email signature technology is also playing a pivotal role in enhancing engagement through a trusted channel. By embedding dynamic elements such as promotional banners, social media icons, and personalized messages within email signatures, marketers can make the most of every email as an additional touchpoint. 

The future of engagement-focused marketing 

The emphasis on touchpoints and engagement is now a strategic shift that promises sustained success in the competitive marketplace. As we look ahead, the continued integration of advanced technologies and innovative strategies will only heighten the importance of these interactions. For marketers, the path to thriving in tomorrow's marketplace is clear: enhance each touchpoint, deepen engagement, and build robust customer relationships. 

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