Everyone knows that communication is vital to healthy business practice. A more tricky question is, how do we measure communication to determine its ROI per activity? How do we ensure that our communication strategies, whether they are designed for marketing, sales, or internal operations, are effective? With such a broad question, it is difficult to have a single best answer. Instead, let us focus on a few examples to develop potential strategies to deal with email correspondence issues.
There exist tools that are designed specifically to help us track email activity. From MailChimp to Signals, a business can build a powerful arsenal to measure and guide their communication strategy. Keeping your email correspondence organized while measuring performance statistics such as open rates, times, and client information (i.e. iOS or Android) as well as soft and hard bounces, allows us to create a customized communication approach that ensures important content is reaching the intended recipient.
As an example, we can look at a situation involving email correspondence between a property manager and a resident, discussing requested service work. A resident finds an issue and files a work order, initializing a communication funnel. The property manager, receiving the service request, sends out a confirmation email to the resident, tracking whether or not the email was opened and information confirmed. Next, the manager assigns the work to a maintenance technician via email or a similar communication system, also tracking reception and opening of the order. The common denominator in this situation is accountability. Both the resident and the technician implicitly confirmed the work order request, creating a contract between each other to abide by the rules established in the correspondence. Therefore, if issues were to arise, conflict resolution would be more streamlined.
Some may argue that tracking email activity is intrusive on privacy. However, the process of tracking emails enables us to develop a heightened sense of operational business intelligence. With this intelligence, we preemptively avoid the challenges that come with communicating critical, high priority information. There will no longer be room for excuses such as, “I never saw (or received) that email,” streamlining operational productivity by reducing conflict and confusion. In addition, email tracking allows you to determine and evaluate topics your residents care about. For example, a poor showing to a community social event may be more reflective of a poorly communicated email blast that led to the poor attendance as opposed to lack of interest in the event.
Previously, I have discussed business to consumer relationships and the importance of maintaining an excellent customer management experience. However, customers are not all the same, similarly, not all residents may be the same in the mentioned use case. As a manager, you have to consider that no one size fits all and introduce metric driven approaches that will provide you with the best yield on your activities per property. Monitoring and measuring your email correspondence is one such way through which you can identify and develop customized protocols based on the data collected for a community.
About the author
Anton Razanav is a Marketing specialist at ComVibe. ComVibe has effectively tamed real-time data collection and developed a solution for interactively engaging residents in the improvement and upkeep of their property while organizing and empowering maintenance crews and management with tools that promote professionalism and the maximization of staff potential. Their mobile, multiplatform system offers a simple and transparent user-friendly interface, actively connecting resident to maintenance workers while sustaining direct communication from start to finish of a particular task.