Ok so in this age of email and SMS marketing, one is constantly bombarded with practically millions of messages - direct or indirect everyday. And what one certainly does not need is another company sending you an email religiously at the turn of the day with no relevance and no information of your needs!
I am talking about this e-commerce website which has been SPAMMING my inbox ever since I registered. And I am certain there is a marketing manager sitting in their office, feeling pretty happy reaching out to all the prospective customers on a daily basis. So much for direct mailing marketing being one-to-one and customised. The funniest part of the story is that I have not browsed for any particular product on their website let alone buy one! And giving their constant and irksome mails, I am unlikely to buy any.
Now you will ask, what could they have done better? Well, for starters, get to know me better. A welcome e-mailer would have been nice along with a request for filling up some details like:
- Name
- Address
- Hobbies
- Marital Status
- What am I most likely to buy online? (To get an idea of the kind of products that I am comfortable buying online)
- What is the one item that I cannot resist buying?
- Favourites
I know that the company might argue that most customers will probably not fill these details but with their constant annoying emails, customers are going to get over-exposed leading to annoyance and disillusion with the brand.
Another alternative is to to gather all this information in increments through emails like 'Help us get to know you better' or 'We want to know you better!'. Besides getting to know your customer, imagine the volumes of data that one can generate and the kind of segments that a company can arrive at by capturing this information.
No comments:
Post a Comment