Ahhh, the email inbox. A modern marketer’s potential
Pandora’s Box. The drive to personalize and grab a reader’s attention is par
for the course when it comes to contacting consumers. But you’ve been there too
– staring at the screen in disbelief at what’s come out of Pandora’s inbox. The
subject line that screams: “Is this you? I hope so!”
In case you were wondering, I’m not interested in any of
those emails, though I’m sure they were well-intentioned. Those cringe-worthy
moments are brought to you by poorly crossed marketing wires. And the
unfortunate attempts at one-to-one marketing aren't just a head-shake for those
of us already focused on personalized communications, it's also a watershed
moment in the customer's experience with the brand.
According to a recent Gigya
, 67 percent of respondents unsubscribe from an email list after
receiving irrelevant information. Equally frightening - 43 percent of consumers
ignore future communications, and apparently 20 percent are so incensed that
they stop buying products from the company entirely! That means a single wrong
email can, in theory, lose you a swath of customers who dispense punishment by
dispensing with you.
Preference management - the active collection, maintenance and distribution of
unique consumer characteristics, such as product interest, communication
channel preference and frequency of communication - is a proactive way to
understand your customer's wants and needs, as well as whether they would be
interested in emails about teething rings or not.
When you can communicate with your customers on a personalized basis, you're
able to focus on sending out the emails that best relate your brand to that
particular customer. That means fewer opt-outs, more sales, marketing bliss.