Intuit Mailchimp’s recent research, Brand Trust in the Age of Information Overload, identifies four primary strategies that businesses can adopt to break the ice effectively with consumers:

Entice them with discounts

With purse strings straining due to the cost-of-living crisis, it’s no surprise that the most effective ice-breakers for UK consumers are deals and discounts. A sizable 57% said they want to receive a discount code or exclusive subscriber offer in a welcome email. And given three in five stated they’re looking for cheaper alternatives to the brands they’ve purchased from in the past, offers can be a strong purchasing motivator. In fact, 45% said they actively look for discount codes before buying, and 44% want free delivery, so offering something that rewards shoppers at the very first interaction can help to kick-start loyalty early in the relationship.

But it’s important to remember that discounting can go beyond standard site-wide sales or broad promo codes with the use of personalisation. For example, by utilising predictive analytics to attract those who are more likely to have a higher cart size, retailers can offer targeted incentives to groups of customers with a high lifetime value. In addition, automations can also help marketers reconnect with lapsed shoppers, offering discounts only to those that haven’t purchased as recently. With the right tools and strategies, discounts should boost revenue, not reduce it.

Personalise the experience

Personalised discounts are only the tip of the iceberg. Most consumers are now happy to receive targeted communications based on their behaviour, specifically after shopping in person (61%), on a website (61%) or a search engine (59%). A fifth (21%) even said they now expect personalised recommendations from the brands they shop with. Increasingly, personalisation must serve as the bedrock of any business’s marketing activities to drive loyalty from the beginning and turn one-time shoppers into loyal fans.

A key part of offering greater personalisation relies on access to consumer data. Data provides the guidance necessary to understand when, where and how to reach customers with the content that’s most relevant to their interests. But for consumers to provide their data, they need to trust that the business will keep it secure and use it considerately. While four in five British shoppers (80%) need to be assured by brands that they’re using their data responsibly, a considerable proportion (46%) are already happy to share their data with brands they trust.

Businesses therefore need to ensure that they’re clear with customers about how they will use their personal data and the benefits it will provide in exchange. Brands can then use that insight to engage consumers more effectively.

Values and respect

Demonstrating brand values from the start can drive both better connections with consumers and also underline differentiation against competitors.

Nearly a third (31%) of British shoppers said their biggest purchasing driver was a company that shared their values. Furthermore, over a quarter (28%) said they like to receive a welcome email detailing a brand’s ethics when they sign up for email bulletins. Crafting a considered email that champions company credentials, such as BCorp status, in an authentic fashion can be the first step in driving deep connections, loyalty and sales.

Demonstrating respect is also a key consideration, and creates impact even where values are not aligned.  It's important to give customers control over the marketing emails they receive, for example. The research found that 56% of UK consumers appreciate the chance to decline potentially triggering communications, such as Mother’s Day or Father’s Day campaigns. By demonstrating a more thoughtful marketing approach, a business’ marketing team could create greater long-term trust with consumers.

Don’t be too serious

To set themselves apart from competitors and make the most of the few seconds of attention consumers will allow, brands must be memorable. This is particularly important for brands which are not yet household names.

Humour can be a powerful tactic to get a relationship off to a positive start. It’s also an approach that consumers want businesses to adopt, with one in five stating that it helps them connect with brands. Humour can be particularly powerful among younger demographics, with 29% of those aged 18-24 saying it is a major purchasing driver. While levels of levity don’t need to rival the approach of, True Classic, Old Spice or Greggs, businesses shouldn’t be afraid to self-deprecate to show their humanity and provide an experience as well as a product.

As expectations shift, the strategies businesses use to engage consumers need to evolve. Simply trying to sell products is no longer enough. Personalisation, offers and a clear demonstration of humanity and values can all help to build long-lasting relationships with loyal customers.

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