Relationship ruler: what is it and how to use this strategy?

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The relationship ruler is a powerful strategy for strengthening relationships with customers and increasing company sales. However, many managers still ignore it when developing a marketing plan. Is that your case?

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Key takeaways from this article:
A customer relationship ruler is a strategy that uses sending messages, following a structure that aims to win over the lead and make them advance in the purchasing journey.
This tactic serves to improve the brand's reputation in the market and strengthen the relationship with the consumer, thus increasing sales and customer retention .
When using this strategy in marketing, it is essential to define the customer profile , organize a flow of content that makes sense with your strategy and not forget about follow up.
The relationship ruler is a tool that helps organize customer service , speeding up the execution of tasks and improving the relationship with the company.
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If you still don’t use the relationship ruler in your strategy, you may be missing out on great business opportunities. We’ve prepared the following article to help you with this.

In it, you will learn what this strategy is and how it works, what its benefits are, and also see a turkey mobile phone numbers database simple step-by-step guide on how to create a relationship ruler for email marketing. Don't waste time and check it out!

After all, what is a customer relationship rule?
The relationship ruler is a strategy that follows pre-defined actions, aiming to establish and maintain a healthy relationship with potential customers. It consists of a series of messages — such as email marketing —, segmented according to the stage of the sales funnel for the lead to advance in the purchase journey.

The objective of the customer relationship rule is to standardize contact, reducing errors that can harm the progress of the commercial process.

What are the advantages of using the customer relationship ruler?
Everyone knows that managing any company requires care. In this sense, adopting the B2B relationship rule ensures that the processes related to sending marketing content follow an order.

Below, we have brought 3 benefits for you to discover!

1. Improves brand reputation
Using a B2B relationship ruler is a great way to improve your brand reputation in the market. This is because customers are educated to see your company the way you want them to.

Just to give an example, sending content that shows that your solution is used by large companies can make potential consumers understand that the brand is well-regarded and, therefore, has more value.

2. Optimizes customer relationships
The relationship ruler not only increases the capture of new customers, but also the loyalty of consumers who already buy from the brand.

This happens because, in this strategy, the company does not contact customers just once, only when it is time to sell. In fact, it maintains a flow of messages, which serves to strengthen the relationship.

So, when the lead is ready to acquire a solution to their problem, they will first think of the company they already know, even if only through messages.

3. Reduces churn rate
Finally, having a relationship ruler for email marketing helps reduce the churn rate . This is the level of cancellation or withdrawal from a product/service, that is, people who simply gave up doing business with your company.

Maintaining a constant flow of messages ensures that you can educate the consumer so that they are aware of the solution offered and also leaves room for questions. This way, you can answer any objections and secure the sale.

>>>> Take advantage and check out: types of churn — what are the 6 main ones and how to calculate this metric

How to use the relationship ruler in your marketing plan?
Want to learn how to create a marketing relationship ruler for your business? Then keep reading and check out the simple step-by-step guide we’ve put together for you!

1. Know who your customers are
The first step is to get to know your customers well. This step involves mapping out their customer journey . In other words, figuring out what stage of the funnel they are at.

But why do this? Well, this action is essential to define the types of content and even the frequency of sending emails.

After all, the message sent to someone at the top of the funnel, now realizing they have a problem, needs to be different from the one sent to someone who already knows what they need to do, do you agree?

That said, analyze your customer base and segment it by stage. Then, prepare the best content to send to each identified profile.

To better understand the path the customer takes until deciding to make a purchase, see the 7 steps of the sales process in the image below:


2. Create a content flow
One of the goals of the email marketing relationship rule is to educate leads about your solution. For this reason, it is crucial to establish a constant flow to keep them interested in receiving messages.

Just to give you an example, you could start with a welcome email, followed by sending rich content, and so on. The ideal is to just keep a clear order.

3. Follow up
Don’t forget to follow up with your customers to ensure they remain engaged with your strategy.

The best thing to do is wait a few messages before sending an email asking consumers what they think of the content delivered. Ask for their opinions and consider them when sending the next email.

At this stage, we recommend using a good sales CRM, such as Agendor , since this software stores and centralizes all customer data. This way, you never lose important information and increase your chances of selling.