Out of customers who
unsubscribe from email campaigns, 46% unsubscribe and move to different
brands because of irrelevance of the promotional offers.
In an eye-opening research study conducted by CMO Council and
InfoPrint Solutions,
it was found that customers were increasingly unsubscribing from email
lists
because the promotional communication they were receiving did not
resonate
with them. Nearly half of them suggested they would think about
terminating
a brand relationship because the offers they were getting didn’t appeal
to them while 22% of the respondents went so far as to say they would
definitely
switch brands if they continued receiving such communication.
Clearly, personalization and relevance is the name of the game
when it comes
to marketing communication. Customers want to see brochures, pamphlets
and
newsletters that reflect their lifestyle and their needs. For example,
a high-flying
investment banker may want to know about weekend camping getaways or
adventure
trips, but if you, as his travel and tour operator, keep trying to sell
him
deals to ultra luxurious spas, you’re probably barking up the wrong
tree
and, most importantly, missing out on a customer who is willing to pay
big
bucks for the thrill of bungee jumping in New Zealand or scuba diving
in Thailand.
Marketers today need to use the tools available to understand
customer likes
and dislikes and their buying behavior to develop individualized
communication.
Email marketing gives you the capability to leverage technology to make
your
customers feel like you know what they want and have products and
services
that cater to these wants. It allows you to segregate your email list
based
on a range of demographics, psychographics and other criteria so you
can send
out offers that are relevant for your target audience.
Benchmark Email users enjoy the power of sending out
customized, localized
and individual-specific communication with a host of tools like
advanced list
management and an outstanding email delivery mechanism. The
result-communication
that engages customers and prompts them to explore your products and
services
further.
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118119
