Communication is at the heart of your business, and email marketing and social media are the best ways to communicate with your customers. They each offer effective ways of connecting with your customers when and where they want to hear from you. But, in marketing and communication, balance is key. Your customers don’t want to feel like they’re just one among many. And you don’t have time to create individualized communications all the time. So striking a balance between automated communications and those with a more personal touch is key to a successful marketing strategy.

Here are a few things to think about when designing a communication and marketing strategy:

Segment Your List

One of the most effective ways to make your email communications more personal is to segment your client list into smaller sub-categories. Instead of taking a “One size fits all” approach, create smaller subgroups and then tailor specific email campaigns to each specific group. You can do this in many different ways. Segment your list into groups such as VIP clients or those clients only interested in a specific group of services (such as facials or massage). You now have the flexibility to tailor your email communications to directly address the interests and needs of each group. These more targeted emails give your clients the feeling that you are speaking directly to them about things they have an interest in. And that helps establish and support the feeling of a relationship with your business.

Initiate Online Conversations

Technology has made it possible for you to interact with your clients online. So don’t use social media just to talk at your clients. Use it as a forum to start conversations with them. Ask them questions, look for feedback, and then be responsive to their replies. By using social media as a way to socially interact with your clients, you’re establishing a relationship with them that feels more real than an automated email. And that can lead to more loyal customers who spend more money.

Don’t Forget the Importance of Face to Face

In this day and age, it’s so easy to communicate with everyone online and never even think about interacting in person. But your business is built on face to face interactions. So don’t neglect the opportunities you have to connect with your clients in person. Creating good in-person interactions should be a key part of your marketing strategy. It’s the perfect time to build a relationship, get to know your clients, and really talk with them about their expectations and needs.

Striking the right balance between automated and personal communications can be a real challenge. But figuring out the right time and way to communicate with your clients will help streamline the planning of your marketing calendar. It will also translate into growth in your business.