Clicky

Navigation
X Close

PossibleNOW Blog

Avoiding Pandora’s Inbox

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!”

Bieber Tickets Now on Sale!
Minivans Priced to Move!
BOGO Espadrilles!


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 survey, 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. 




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

No comments:

Post a Comment

Translate

Blog Archive