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.