With the popularity of digital marketing and social media, it may seem like new channels are constantly developing and that you have endless options for your customer communications. And since every customer may prefer a different channel, it is understandable that marketers want to spread their messages across as many mediums as possible. But the risk is oversaturating your customers with marketing messages and annoying them instead of providing value and building profitable relationships with them.
Dan Kohn, Pitney Bowes' VP Corporate Marketing wrote an article for MarketingProfs — Why Your Customers Are Just Not That Into You. The article was based on a report of the same name that explains why your marketing communications may not be enhancing the customer experience.
The article and report explore the fine line between helping your customers and annoying them with too many communications and touch points. Here are highlights from the article and report:
- Email frequency requires thought and attention:High volumes of messages and some marketers’ failure to comply with relevant laws means email marketing, though still very powerful, should be handled with a lot of thought. Companies should build opt-in lists, provide great value through their content, determine the best send frequency, and abide by email marketing laws.
- 75 percent of consumers say customer satisfaction surveys are acceptable: This gives you an opportunity to use surveys to get to know your customers. You can then use the findings to broaden your brand experience, removing the need to second-guess customer desires and concerns.
- Customers want real conversations: You can no longer rely on one-sided campaigns. Today, interactions between brands and customers are two-way real-time conversations.
For more information on why your customers may not be that into you, click here to download the full report.
What about you? Do you find it challenging to walk the fine line between helping your customers and annoying them? Feel free to share your comments and questions below.
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