Marketers know the importance of sending relevant, tailored communications. But how well are we doing? Not so well according to a poll by Chief Marketing Officer Council. This poll reveals that of 91 percent of consumers who opt out or unsubscribe to emails, 46 percent are driven to brand defection because the messages are simply not relevant. Ouch.
How connected are marketers to their customers? Not doing well here either, with nearly three quarters of consumers reporting they have received promotions for products they have previously purchased from the company.
If marketers know how important it is to be timely, relevant and personal, why is this such a challenge? One might argue marketers have a wider array of tools and technologies at their disposal, so shouldn’t they be doing a better job? While its certainly true there are more technologies to choose from, the reality is having a tool in your tool belt and knowing how to put it to best use are two entirely different things.
So, how then to achieve the holy grail of personalized and relevant email marketing? By adopting precision marketing approaches that utilize more tailored and targeted messaging throughout the customer life cycle. Continuous data collection, as well as integration and on-going analysis are needed to produce customer insights. These insights enable marketers to achieve mass-customization of messaging to customers and generate improved response, engagement and retention.
