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Consumers Are Segmenting Business


I recently attended an American Marketing Association panel discussion titled “How will consumers be different in 2020.” The panel was comprised of thought leaders from major brands such as Coke, Georgia Pacific, Chick-fil-A, and IBM.

One of the panelists made the assertion that today “Consumers are segmenting businesses!”
 

At first I thought, did I hear that right? 


Then, it occurred to me that he was exactly right. Marketers have been segmenting prospects for years by demographics such as income, education level and number of family members. The point of this exercise is to conduct more productive marketing campaigns by targeting the most likely buyers of goods and services.
 
Today, the tools for reverse segmentation (consumers segmenting businesses) are available to consumers. Simply put, opting-out of programs that are of no interest to a consumer or opting-in to one that is of interest, is segmenting the businesses that consumers will allow to target them.

Over-communication of businesses to consumers with irrelevant messages is what led us down this road. It is a simple act of self-defense. No one can possibly pay attention to all the messages that they receive in all various distribution channels, so they turn off the irrelevant messages and turn on the relevant ones.
 
So, what does this mean to you as a marketer? 

You need to be sure that you give prospects and customers the ability to segment your business at a granular level. For example, if you have three unique brands or product lines, give consumers the ability to opt-out or opt-in to each one individually. That way, if they have no interest in one product line (such as investment services from a bank) they won’t shut down your ability to market other services which may be of interest (such as home loans).

For consumers who choose to opt-in, the ability to specify exactly what they are interested in gives them the peace of mind that you will send only relevant communications. And, that will lead to stronger customer engagement, which in turn leads to 2 to 3 times greater lifetime value of the customer. 
 





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About the Author: 
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

Enhance Customer Experience & Engagement: Insights From The Experts

Successful businesses understand the value and impact of customer experience. You need to improve business results through multi-channel customer engagement while tackling the challenges of preference management and regulatory requirements.

That’s why I am pleased to share the insights of these industry leaders. They share proven strategies for successful customer experience and engagement and the critical roles that preferences, personalization and privacy play.

If you’d like to hear more on this subject, I encourage you to attend the Customer Experience Marketing Summit, September 19 and 20, in Atlanta. You’ll hear thought leaders share actual case studies and breakthrough results to achieve customer experience marketing success in both B2B and B2C. You’ll leave this conference with specific, actionable information on voice of the customer strategies and customer experience marketing. As one of the hosts of this event, I can tell you that there is literally something for everyone who is involved in customer experience marketing.

For more details on the Customer Experience Marketing Summit, visit http://www.cemsummit2012.com/. Time is running out to register, so act now!

Enjoy these videos!








About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

The Key To Relationship Building With Customers & Prospects; Hear What The Experts Say!

The marketing buzz about customer experience, customer loyalty and customer engagement centers on building a strong relationship between your company and your client base.

However, this is a challenge with plenty of obstacles to overcome.

That’s why it is gratifying when successful marketing executives are willing to share their insights.

Want more ideas from thought leaderswho have proven strategies to achieve customer experience marketing success?

If so, then I encourage you to attend the Customer Experience Marketing Summit (www.cemsummit2012.com). This conference, to be held in Atlanta on September 19 & 20, features actual case studies and breakthrough strategies for both B2B and B2C. You’ll get specific, actionable information on customer experience marketing and voice of the customer strategies. These strategies have enabled companies to achieve double digit increases in response and revenue!

I hope that you will plan to attend this exceptional event.

In the meantime, enjoy these videos!








About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Thought Leaders Discuss Strategies To Deliver What Customers Want


It is no secret that marketing professionals face a myriad of marketing challenges including that of delivering an exceptional customer experience.

That’s why it is gratifying when successful marketing executives are willing to share proven strategies for success. I am pleased that Tim Searcy, CEO of ACCENT Marketing Services and Patty Schafernak, Marketing Leader at GE Capital, took the time to share their insights.

Or course, if you attend the Customer Experience Marketing Summit in September (www.cemsummit2012.com), you will have the pleasure of hearing thought leaders like these in person! The Summit speakerswill present actual case studies and breakthrough strategies to achieve customer experience marketing success in both B2B and B2C. This is an ideal event to get specific, actionable information on customer experience marketing and voice of the customer strategies.

Enjoy these videos!












About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Thought Leaders Discuss Strategies To Overcome Customer Experience Challenges

It is not often that you get top executives in customer engagement, marketing, and consumer privacy together. And, it’s even rarer to get these busy execs to sit down and share their thoughts and opinions on the challenges facing marketers today.

But, that’s what happened recently, and I am pleased to share their insights with you.

Best of all, if you attend the Customer Experience Marketing Summit in September (www.cemsummit2012.com), you will have the pleasure of hearing thought leaders like these in person! In particular, Phil Grudzinski of PACE will speak at the CEM Summit about the best practices for engaging your customers and Dale Renner of RedPoint will discuss how to leverage big data to optimize the customer experience.

Enjoy these videos!









About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Does Your Customer Experience Provide Competitive Differentiation?


Do you know the secrets that innovative marketers such as Microsoft and the Gilt Groupe use to deliver exceptional customer experience strategies that have enabled them to achieve unprecedented levels of new and repeat sales?

You find the answers to this — and other customer experience marketing issues — at the Customer Experience Marketing Summit on September 19 and 20 in Atlanta. As one of the hosts of the event, I encourage you to attend and learn from real-life case studies presented by a powerful lineup of speakers from industry giants such as Coca-Cola, Intuit and Symantec.

Ernan Roman, president of Ernan Roman Direct Marketing, author and recent Marketing Hall of Fame inductee, will provide the answers to “Does Your Customer Experience Provide Powerful, Competitive Differentiation?” Using actual Voice of the Customer research, he will explain the six key insights for unprecedented customer engagement. You’ll learn why consumers seek companies that engage them, how using customer-driven relationships creates an essential differentiator, and much, much more.

Ernan’s presentation includes fresh content and case studies that have never before been presented at a conference.

In the past few weeks, we’ve added new speakers and sponsors to the Customer Experience Marketing Summit. There is a wealth of information packed into a day and a half. We’ve also allowed for ample networking time to discuss ideas with your peers. I encourage you to visit the Summit web site at www.cemsummit2012.com for more details on the agenda and speakers.

Also, we’re partnering with many trade associations who are offering registration discounts to their membership base. To see if you qualify for a discount on registration, contact cemsummit@possiblenow.com. Be sure to take advantage of our Early Bird rates which expire at the end of the month.

I hope to see many of you at the CEM Summit this September!

Feel free to follow the CEM Summit on Twitter @cemsummit.



About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Top 5 Reasons To Attend The Customer Experience Marketing Summit

Last week’s blog was my personal invitation to attend what is shaping up to be one of the best conferences to help you benchmark your customer experience marketing strategies against real-life case studies from industry experts and thought leaders.

This week, I am outlining my top 5 reasons why you need to attend this Summit.

1)    Compelling speakers. Learn from the most passionate thought leaders on customer experience, engagement and preference management. Get out of the office (less distraction!) and be around like-minded people who face the same challenges that you do. You’ll hear actual case studies with ideas that you can share with the rest of your team when you return.

2)    Comprehensive agenda. There is literally something for everyone who is involved with customer experience marketing. You’ll discover the strategies and secrets that enable marketers to consistently achieve double digit results in response and revenue. Learn how to deliver what consumers want while at the same time ensuring compliance with privacy regulations. And there is much, much more. Check out the full Agenda and lineup of Speakers at http://www.cemsummit2012.com/agenda.asp.

3)    Immediate return on investment. Hear real-life customer experience strategies that work — and that you can act on immediately. Supercharge your own customer experience marketing strategies with ideas for both B2B and B2C.

4)    Talk to the experts. Meet industry leaders; rub elbows with speakers, sponsors and your peers. This event is right-sized to make meeting new connections easier. Bring plenty of business cards to share!

5)    Value. The Summit is designed so that you get specific, actionable information on customer experience marketing and voice of the customer strategies in a relatively short time. We’ve assembled a stellar lineup of speakers — most of whom are presenting case studies and statistics that have never before been presented at a conference. Your registration fee includes most meals and snacks plus a free copy of Ernan Roman’s book, “Voice of the Customer Marketing.”

The Early Bird registration rates expire on July 31, so make plans to attend now!

Read more about the Customer Experience Marketing Summit at www.cemsumit2012.com. For any questions, please contact cemsummit@possiblenow.com.




About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Speakers, Sponsors Added To Customer Experience Marketing Summit

Customer Experience Marketing Summit (CEMSummit)
Join us at the Customer Experience Summit 2012
This is a personal invitation to attend what is shaping up to be one of the best conferences to help you benchmark your customer experience marketing strategies against real-life case studies from industry experts and thought leaders.


The Customer Experience Marketing Summit, to be held in Atlanta on September 19 & 20, features a powerful lineup of speakers from industry giants as Coca-Cola, Intuit and Symantec who will share real-life experiences that will help B2B and B2C marketers address the challenges of delivering a personalized customer experience.

You’ll hear statistics from actual case studies that show how marketers are consistently achieving double digit increases in response and revenue. There is no better way to understand the critical roles that preferences, personalization and privacy play in executing high impact marketing campaigns than from actual case studies by experts who are passionate about customer experience marketing.

The Summit also features a keynote presentation from renowned direct marketing expert and Marketing Hall of Fame inductee, Ernan Roman. He will explain the six key insights for unprecedented customer engagement — all based on recent findings from Voice of the Customer research. This information includes fresh content and case studies that have never before been presented at a conference.

In the past few weeks, we’ve added new speakers and sponsors to the Customer Experience Marketing Summit. I encourage you to visit the Summit web site www.cemsummit2012.com or follow us on Twitter https://twitter.com/CEMSummit for more details. 

Also, we’re partnering with many trade associations who are offering registration discounts to their membership base. To see if you qualify for a discount on registration, contact cemsummit@possiblenow.com. Be sure to take advantage of our Early Bird rates which expire at the end of the month.

I hope to see many of you at the CEM Summit this September!




About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Marketing With Privacy In An ROI World


The terms “consumer privacy” and “marketing return on investment” do not always elicit a positive response from CMOs. How can a marketer achieve more return when their target audience continues to shrink either through opt-outs, government regulations such as Do Not Call or CAN-SPAM, or internal do not contact databases developed from irritated customers.

Privacy requests and preference management requires an introspective view as an opportunity to market more succinctly and with more efficiency to consumers. Preference management is at the core of any successful data-driven marketing campaign as the consumers are actively telling you how they want to be communicated with.

Consumers want to engage with your brand and your marketing message, but only through the channels that they can control and manage. Sales and marketing teams should leverage this valuable information that each individual has provided as a way to target the message to improve sales. Marketing efficiency should increase as the brand message is focused on the channels requested by the consumer. Companies should leverage the unique aspects that each channel provides to help improve conversion rates and consumer engagement.

Marketing waste also decreases as channels that were not effective in reaching a specific consumer are dropped which saves marketing dollars to spend elsewhere. Why telemarket to a consumer that has asked to receive only emails about your product?

Using these channels to create engaging relationships with your brand is what then creates the coveted ROI. Knowing which channels to deliver the right marketing message yields a higher return and better revenue opportunities. Another benefit is improved and measurable customer engagement. Customer satisfaction rates increase because consumers appreciate the respect provided to market in the indicated channel. Over time, as the engagement improves, the consumer may open up closed channels as they value the continued conversation with your brand.  

By managing and appreciating the privacy and preference management requests of each individual consumer, the marketing organization has an opportunity to collect and embrace the communication requests of that consumer.

About the Author: 

Brad Schorer is the VP & General Manager of PossibleNOW Marketing Solutions.
 

Customer Experience Marketing: What You Need To Know For Success


CEMSummit2012.comIf you have read my previous blog posts, you know that I am passionate about the role that preference management, personalization and privacy play in successful marketing strategies.

It’s one thing to put my thoughts and opinions on paper; it’s quite another to decide to put my passion into action. That’s why PossibleNOW is pleased to host the first annual Customer Experience Marketing Summit to be held September 19th and 20th in Atlanta. The tag line for the event – “Where Preferences, Personalization & Privacy Come Together” truly sums up what this conference is all about.

If you are an executive involved in any aspect of marketing — including customer engagement and experience, customer loyalty, customer retention, database marketing, and direct marketing — then this is an event you must seriously consider attending.

CEMSummit2012 Speakers
Click on Image to View Speakers
The Summit speakers are thought leaders from companies such as Coca-Cola, Symantec and Intuit who will share actual experiences and case studies with you. In addition, renowned marketing expert and author, Ernan Roman, will conduct two key sessions with fresh content that’s never been presented at a conference.

The Summit environment offers a variety of learning experiences including panels and roundtable discussions on the hottest topics in customer experience marketing. Of course, there will be plenty of time to network with your peers.







For more details and registration information, visit the Summit web site at www.cemsummit2012.com. Space is limited, so I encourage you to register early.

If you have any questions, feel free to leave me a comment or contact cemsummit@possiblenow.com. Future blog posts will provide more details on this educational and innovative event.

I hope to see you in Atlanta in September!




About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

How To Manage Consent In Mobile Marketing


My most recent blog touched on the topic of consent management and the looming challenges facing mobile marketers.

Consent management in mobile marketing will be critical with the recent Federal Communications Commission amendment to the Telephone Consumer Protection Act regarding prior express written consent. This new regulation requires that a company obtain prior express written consent from a consumer before using an automated dialing system to deliver any type of advertisement or telemarketing call, including prerecorded messages and text messages, to a mobile device.

Even companies who have previously marketed to their customers’ mobile devices using implied consent (such as responding to an inquiry submitted from a web site form) must now obtain prior express written consent. Any solicitation prerecorded messages to be delivered to any residential phone line will also require prior express written consent.

These new prior express written consent standards could severely impact your ability to reach consumers who have given up their landlines and rely solely on mobile devices. In fact, a recent study by Pew Research Center showed that 46% of Americans now have a smartphone of some kind while two in five adults (41%) own a cell phone that is not a smartphone.

So, how can marketers comply with the new prior express written consent rules?

One technology solution that is currently available helps solve this issue by capturing an e-signature. As a visitor to your web site enters their phone number into an online lead collection form, the application sends a web services call to the vendor’s database to determine if the phone number is a landline or wireless. If it is a wireless phone number, an e-signature form displays the appropriate disclosure language and allows the capture of a valid e-signature for prior express written consent.

If the application determines that the phone number is a landline, the information can be captured and saved for later use to show an established business relationship with the consumer,

Be sure to look for a solution that can be easily expanded into a full multi-channel enterprise preference management solution.

How do you plan to manage consent with your mobile marketing efforts? Share your thoughts and ideas on this topic!

Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

What Marketers Need To Know About Consent Management


Savvy marketers are keenly aware of the need to effectively manage opt-out requests.

Now, there is a new challenge to consider — consent management. This type of permission-based marketing goes beyond merely opt-in, especially as it is used in certain industries such as healthcare.

“Consent management” in healthcare generally refers to allowing patients to determine what healthcare information they are willing to let their various healthcare providers, including doctors and hospitals, access. Consent management lets consumers affirm their willingness to participate in electronic health initiatives.

In addition to indicating who has access to a patient’s protected health information (PHI), consent management may also be used to determine for what purposes or under what conditions the PHI may be accessed. PHI is generally defined as any information that links a person with their health condition and includes such identifiers as name, phone number, email address, Social Security number, and more.

Organizations may now need to write their privacy policies so that the issue of consent management is clearly defined.

However, any industry that needs to manage a consumer’s choice to share information such as with its affiliates is involved in consent management to some degree. In fact, marketing consent management will be critical with the recent Federal Communications Commission amendment to the Telephone Consumer Protection Act regarding prior express written consent. This new regulation requires that a company obtain prior express written consent from a consumer before using an automated dialing system to deliver any type of advertisement or telemarketing call — including prerecorded messages and text messages — to a mobile device.

Even companies who have previously marketed to their customers’ mobile devices using implied consent (such as responding to an inquiry submitted from a web site form) must now obtain prior express written consent. Any solicitation prerecorded messages to be delivered to any residential phone line will also require prior express written consent.

These new prior express written consent standards could severely impact your ability to reach consumers who have given up their landlines and rely solely on mobile devices.

So, how do you solve these very complex marketing challenges? Where do consent management, opt-in marketing and preference management come together?

You should begin by understanding the concept of preference management and how it can be used to collect and manage opt-ins. By implementing a preference management solution, you can begin to tackle many of the consent management and privacy issues associated with honoring a consumer’s preferences. Of course, you need a persistent preference center so that consumers can easily update or change their preferences such as the preferred communication method or “opt-down” instead of opting out.

More importantly, as you implement a preference management solution, you need to utilize technology that was built with consumer regulatory compliance and privacy management in mind.

This article just begins to touch on the many issues that make consent management and preference management a challenge for marketers. Look for more information in the weeks to come.

In the meantime, share your thoughts on this topic!

Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

CRM... I think you meant CMR

Thoughts on Customer Managed Relationships

We are hesitant to admit it, but when it comes to marketing communications it's all about ME! Marketers are focusing more than ever on how to personalize communications to deliver relevant and timely messages. Unfortunately, too many are caught up in using inferential data to make educated guesses at what is best for their customers instead of just asking them. In a world of big data and automation at our finger tips, many marketing organizations make a critical mistake of trying to manage their customers, instead of realizing larger revenue gains by putting control back in their customers' hands . I believe the way to do this is through preference management, not using often misleading data such as web traffic, transaction history, or third party demographics.

"Good enough is never enough!"

Good customer service is no longer optional, it is expected. The “Me Generation” expects that organizations acknowledge their individuality and hold up their end of the bargain by honoring unique requests. I'll admit, implementing a robust preference management strategy is no small feat. In fact, research indicates that 47% of companies are not honoring customer preferences because they lack necessary technology, and another 25% do not because data silos do not allow for a single, actionable view of their customers. However, in our age of communication and technology it is possible, now more than ever, to honor our customers' preferences and create surprise and delight experiences based on how they want to be communicated with.

Aside from consumer expectations, global compliance regulation is forcing our hand on how we honor preferences and collect opt ins. Regions like the European Union already require opt in for marketing communications, and we have seen the first opt in requirement in the United States earlier this year when the FCC amended its TCPA, requiring express written consent for communication with a wireless phone number. As you are aware, this has huge implications for marketers considering the proliferation of mobile device usage and more consumers abandoning landlines for wireless phones.

"If not us then who, if not now then when?"

Act today to implement a preference management strategy. Stay ahead of compliance legislation and competitors by just asking your customers how they want to be communicated with. Shift from Customer Relationship Management to Customer Managed Relationships.

Rob Tate is the Preference Management Evangelist for PossibleNOW and has extensive expertise in direct marketing compliance and consumer privacy. He helps enterprise clients architect appropriate multi-channel preference management strategies by leveraging professional services and cloud based technology. He has spoken in a number of industry and association forums and focuses on the high tech, communications, and financial services verticals.

Why Preference Management Can Not Be Static

Do you still enjoy the same activities that you did ten or fifteen years ago? Have your tastes in shopping, travel or dining changed over the years?

Like most of us, chances are that your interests have changed over time. These changes may have been influenced by lifestyle changes such as graduating from college, getting married or divorced, having children, or moving to a new location.

Because our lives are not static, neither are our preferences. That creates a challenge for marketers. You need to keep up with the marketing and account servicing preferences of your customers and prospects including product or service interest, desired means of communication, frequency of contact, and more. Unless you do this, you run the risk of delivering information that may not be relevant, or which may not be delivered via the desired communication channel.

The ideal way to keep up with changing marketing preferences is through a persistent preference center.

A persistent preference center is a technology solution that enables you to capture, track and maintain these preferences. You need to deploy this preference center everywhere you interact with your customers. These touch points can include mobile devices, social media fan pages and your corporate web site. And each interaction— email, direct mail, even your Facebook posts — should remind customers and prospects to keep their preferences current.

Your preference center also lets you update the available communication methods as they evolve, or the product lines or the types of information that you offer such as sales alerts.

With preference management, you put the customer in control and enable them to adjust preferences as their lifestyle or tastes change.

Marketers who utilize preference management technology can boost customer loyalty by delivering the right content to the right audience by the preferred communication channel.

So, how are you using preference management in your marketing efforts? Share your comments with us!
MyPreferences Preference Center



About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Will People Share Their Marketing Preferences?


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That was the question I was asked while presenting at Georgia College and State University about permission-based marketing and preference management. It’s a great question and one that many marketing professionals are asking as well. 

My answer…”Absolutely!” 

In fact, 850 million Facebook users already do. You see, when you setup a Facebook account, it asks you whether you would like to be notified when someone posts on your wall, how you would like to be notified such as by email or text message and how often. Those are preferences. And, when engaged consumers provide their preferences and marketers honor them, consumers respond. 

In fact, earlier this year I was in the market for a new automobile. Like most consumers, I began my research by going online to research the cars in which I have an interest. One site offered to send product announcements, promotions and information on specific automobiles. Not only did I sign up for that relevant content, I anxiously opened those emails when I received them. That’s permission marketing.

Compare that with the reaction I have when I receive 50+ unsolicited and irrelevant emails per day. Every morning I start my day by mass deleting all the irrelevant email so that I can find the relevant ones. That’s called Interruption Marketing. Not only do I not read the emails, each day I build increasing amounts of animosity toward the companies who send them. Ultimately, I opt-out of receiving any and all future communications.

How do all the irrelevant communications get started? 

They start based on innocent consumers asking to receive a newsletter, or buying a product or providing profile information. Then marketers predict what products or services that consumer may be interested in and they fire up the marketing machine. It’s called predictive analytics. Their prediction is wrong 98% of the time. 

For example, just because I buy a blouse for my wife on our anniversary, doesn’t mean I have any interest in receiving information on women’s clothing in the future. I’m not that kind of guy! But how would they know that if they don’t ask?

Bottom line — if you want consumers to anxiously open your emails, give them the information they want on their terms. Just Ask!

Add caption
About the Author: 
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

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