Effective Marketing in the Customer Experience Economy

I am furious. I mean; seriously!

Every single day my Google Gmail account receives loads of newsletters, promotional emails and offerings as well as invitations to seminars, webinars and surveys. And that is all fine because I have subscribed to receive the stuff at some point. 

But I cannot get over that the "one size fits" all approach is still the method of choice for the vast majority of email marketers. They do not even pretend to care about my needs, my interests, what is relevant to me, what makes me tick, what is likely to win my business.

If it wasn't for my professional interest in staying current, I would have opted-out a long time ago.

So these days I ask myself, when will marketers finally open their eyes and smell the coffee? Why do they not take a quick glance at the large selection of marketing automation vendors offering easy to use and relatively inexpensive tools enabling marketers to individualize the communication?  Why should they you ask?

Don't spam me until I die
Well it is indeed a very easy question to answer. Because if marketing accountability is important, it is evident that a individualized approach is many times more effective than the one size fits all approach. And what's more the side-effects are attractive too;

- an increase in the customer experience helps build, sustain and develop your reputation
- a good reputation supports your referral (word of mouth) mechanisms
- relevant communication is far more likely to decrease the permission opt-out rate
- relevant communication pr.definition increase the consumer interest in the messages the marketer is sending. Consumers will read and decide on your offering more frequently than they do with your current one size fits all approach

Email communication overload is indeed a problem for all marketers. While it is not the only problem, it is a big part of it.

Since this is a Furious Michael Article,  I have to keep it short and save the rest of that discussion for a future post.

Feel free to get in touch if you want to chat about the issues above: Michael Leander Nielsen, Customaxi