Leave Me Alone!
As a marketer, you might have a hard time believing that contacting your customers can be detrimental to your business. The truth is, communicating too often can easily offend even your most loyal customers.
Let’s face it — customers today are inundated with e-mails, text messages and mailers. Some have even created their own “do not buy” lists. It’s not that they don’t like a certain company’s products; it’s that they’re tired of receiving multiple e-mails and/or can’t stand the thought of all those extra catalogs that would be sent if they were to place another order.
More than ever before, delivering the right messages to the right customers at the right times is central to building customer loyalty, lowering marketing costs and increasing return on your marketing investment. But short of having each customer fill out an “opt-in” form that states exactly why, when and how to communicate with them, developing successful contact strategies is no simple matter.
Understanding who your customers are, what their preferences are, and what their shopping habits are is key to developing effective contact strategies. One way to gain that understanding is to tailor your offer by segment and build from there. Through testing, measuring and refining, the information you gather over time, you can better predict which messages and offers will resonate with specific customer segments as well as by which preferred channels and at what preferred times you should contact them. In the end, successful contact strategies will help ensure that your customers continue to welcome communications from your company.