Emily Collins says, “In the realm of multichannel customer communications, email is still king. It’s the easiest to send, it’s inexpensive and it’s the channel on which most marketers rely to connect with all kinds of customers. Email marketing is ingrained and inexpensive, but as a result, many marketers abuse it, defaulting to a routine batch-and-blast approach. In 2015 alone, U.S. online users received 3.7 trillion emails. Today’s email practices fail loyal customers because they treat everyone the same way and struggle to deliver basic relevance.

Over-emailing is a persistent problem, and marketers face cultural inertia trying to get over the notion that if they email enough, the customer will eventually take action. One incremental email for a thousand customers may only cost you a single dollar, but the emotional value given up from an annoyed customer will cost you in future purchases and in investment needed to rebuild a loyal customer relationship from scratch. In essence, the long-term investment in building a relationship with loyal customers is compromised because of a short-sighted push for conversion.

Marketers can’t afford to alienate loyal customers. After all, those customers are the ones who want to engage with you in the first place. According to Forrester’s Consumer Technographics data, 58% of loyalty program members subscribe to a brand’s email list”.

Don’t Alienate Loyal Customers: How To Step Up Your Email Game

Forrester BLogs

Sharing is caring