My spam folder currently holds 2,270 e-mails while my promotions folder holds another 5,000 (Yes, I realize I have gotten a little, okay a lot, behind in emptying or unsubscribing). What are all these e-mails about, you ask? I have no idea. And I don't really care. The reason I say I don't care is because whatever product or service these companies are trying to sell me is nothing I need. I have no desire to click into the e-mail with the subject line, "What's Santa's Favorite Kind of Cookie?" Sorry Santa.
It's never been easier to shout your company's name from the rooftops. Companies can use multiple social platforms, remarketing and e-mail to bombard consumers on a daily basis. But this question is rarely asked: are all these outlets doing more harm to your brand than good?
I'm not arguing that eNewsletters, social media and remarketing are inherently bad; these are good tools to stay connected with your customers. But as companies get caught up in the ease and comparatively low cost of reaching a larger consumer base, who they are targeting often gets lost in the shuffle.
It's critical to make sure you are consistently reviewing your stats. If engagement is decreasing, you may want to revisit both your audience and campaign. Personalized marketing can lead to higher open rates and more clicks, but don't be a robot. Consumers want to feel valued, especially when it comes to direct communication. Generic, lifeless messages won't ring true to your customer and could negatively affect your brand.
I become increasingly frustrated with companies that I am loyal to that continuously contact me in regards to products or services that have no connection to my buying habits or preferences. I think, "Wow, I put the time, money and effort into staying loyal to a brand, but they can't put the time and effort into knowing me? Am I valued or am I just the last four digits of my credit card and an e-mail address?"
While technology has allowed companies to reach customers and locations on a grander scale, it's important to remember to know your customer base. Do your research. Find out what makes them tick, why they are purchasing and adjust your marketing campaigns to suite their needs, not yours.