Return On Email Subscriber

I know that I have commented before on this, but I have been let down again and again but consumer email efforts. Consumer email marketing has moved toward the marketing strategy, which the auto industry affectionately calls, “people moving.” It is all about how can I get people in (or on) my store ASAP. We can worry about next weekend next week. I have had to reduce my frequency or unsubscribe all together for a ton of email I am subscribed to because there has not been any notable value in their email programs. Everything from Nordstrom to Anthropologie to Ruth’s Chris to Circuit City to Ritz Camera is all about SALE, SALE, SALE. Yeah, I get it, you are having an amazing online sale this weekend. What happened to the days of your corner store providing great value and customer service? Because of that, you shopped again and again. You had quality product, quality customer service and always were willing to listen. Email marketing for consumers has turned into speed dating, I miss the days of being wined and dined.

The answer is not always a really segmented, dynamic mailing sending exactly the “right” message to your customer at the peak possible time of purchase, nor is the answer to blast everyone in your database with an irrelivant offer. The answer is provide a message that has value to everyone in some way, shape or form. I am sure that a number of industry critics will frown upon this approach because we have become an industry of micro-targeting. Everyone wants to be a mind reader. How about you be more of a psycologist? Work though the issues and provide long term value and not a Band-Aid.

You know what creates customer loyalty, being there for your customer. When I have a question about a type of golf club, lawn equipment, mp3 player, or recipe, I ask an expert or the store I trust the most, and I buy from them and refer them to friends. At certain times, I will shop on price, but if you are knowledgeable, resourceful, and considerate you have a huge opportunity to make an impact, and one that lasts a long time. Because of that I will buy from you over and over again. I have more thoughts on this subject and you can download the customer lifetime value paper I collaborated on a few months ago.