Topic: Customer Experience
Just a few short years ago, the phrase “Cyber Monday” was utterly meaningless. For millions of American families, November 26 was a quiet day set aside for backyard football and leftovers. But with the rise of the Internet and advent of the digital deal, it has become a critically important date for retailers and also – surprise, surprise – the most active email marketing day of the year.
For many marketers, planning for Cyber Monday begins a year in advance as part of a budget. They need to create campaigns, develop ads, approve designs and scrub lists in advance of the big push. Unfortunately, far fewer marketers make room in the planning process for preference management initiatives designed to keep the very customers they will bombard.
And the seasonal bombardment is spectacular: According to Adobe, retailers sent nearly three billion emails to consumers on this past Black Friday alone, along with 82 million SMS and push notifications.
So what happens when the emails are opened, the tryptophan wears off and the deals are expired? Opt-out season begins. Flooded with more marketing messages than ever before, consumers seek to gain control of their digital lives by regulating and eliminating the unnecessary noise.
The key to maintaining relationships with customers after the holiday season lies in your company’s ability to understand and honor their preferences. Here are three simple preference management starting points to consider as you plan for 2018:
Approaching preference management as a series of actionable steps makes it easier to plan and earn organizational buy-in. The next Cyber Monday will be here before you know it. Take time right now to plan for the holiday hangover that is sure to follow.