Many marketing departments overlook the importance of delivering quality content to customers and subscribers. Sure, making the sale is key to any successful campaign, but developing your customer relationships will result in more future sales. Bank on your future—give your clients interesting, engaging content to keep them coming back for more. The tricky part is: how?
Consider two marketing concepts. Team “A” bombards their list with as many emails as they can churn out—at least one a day, more often two. They aren’t too alarmed by the unsubscribes, because they are still able to add to their overall list, and sales are relatively stable over previous years.
Team “B” selectively sends out several emails per week, but rarely on a daily basis. Many of their emails include an offer, but they also send out no-offer campaigns with tips and tricks to using their products and services. “Free advice” for example. Sales are also stable, and they have relatively few unsubscribes.
Which of these two companies do you think has a better long-term outlook? Put another way, as a customer, which would you prefer to see in your inbox each week?
From my experience, Team “B” gets an ‘A’ for building the customer relationship. By showing restraint, customers feel more respected and are much more likely to actually open and respond to the emails that are sent, instead of briefly scanning for an offer and deleting loads of daily emails from Team “A”.
It can be a fine line, but paying close attention to your results and reporting can help you deliver more valuable content to your lists—and increasing the likelihood that they’ll be back for more!