We recently published an infographic on survey burnout where customers are becoming resistent to constantly getting bombarded with surveys. On the heels of this is a great analysis provided by Emailvision on how bombarding customers can actually result in brand resentment.
The YouGov and Emailvision research asked consumers for their opinions on marketing correspondence, and sheds light on the missteps marketers might be taking that can bring about brand resentment. The study found:
- 75% reported they would resent a brand after being bombarded by emails
- 71% cited receiving unsolicited messages as a reason to become resentful
- 50% felt getting their name wrong was a reason to think less of the brand
- 40% remarked that getting gender wrong would have a negative impact
With better segmentation and targeting, marketers can avoid these pitfalls, however this is a challenge when consumers remain unwilling to give even basic information:
- Only 28% indicated they would be willing to share their name
- Only 37% would be willing to share their age
- Only 38% percent would disclose their gender
Top tips for creating a smart email marketing campaign
- Use technology to bridge the gap between a brand and their customers: Every interaction a customer has with an online business, from a browse on the website, to the open and click on an email, to the tweet, or the in-store purchase can be captured to generate valuable data. Today there is a new generation of software that’s dedicated to helping businesses understand this data called Customer Intelligence. CI technology enables marketers to build targeted and personalized marketing that’s based on typical consumer profiles and/or a subscriber’s past interactions with the brand.
- Get to know your customer: Customers are individuals and online marketers need to build one-to-one relationships with them. By developing targeted messages, online brands have the opportunity to impress customers with their knowledge. Through this personal touch, companies can communicate in a relevant and more engaging way.
- Incentivize your customer: Customers need to be persuaded to give their data. Using competitions and money-off offers to attract their attention will help them feel the benefit of sharing their data.
- Headline and email subject matter: Every call to action should reinforce the value in taking that action, so be engaging, create excitement and bring to life the experience your brand encapsulates. This call to action should be delivered in the subject line and reinforced in the content within the email. It serves as a first impression and the relevance of the subject line will determine whether the email will be opened or will remain lost in the inbox.
- Customize your offers: Don’t let customer intelligence go to waste. Previous purchase behavior and information that customers provide you with over time can be used to create targeted campaigns. Personalising your offers could mean the difference between a click and a sale.