As a marketer, you set the tone for your relationship with your customer. All they have to go on is the content and messages you give them. In essence, you’re “teaching” them how they should feel about your brand based on what you deliver.
If you give them personalized, high-value training customers content, they learn to love your brand. But if you give them generic, irrelevant content (and often strictly sales-oriented), they learn to ignore your emails. If you think about it from the customer’s perspective, this makes sense — if every time you opened an email from a brand, it offered nothing unique or relevant to you, wouldn’t you eventually assume it was pointless to keep opening them?
Instead of teaching a subset of your customers to ignore your emails by sending them irrelevant and unwanted content, make sure you’re sending the right content to the right person, so they’ll always be happy to open your emails and continue their relationship with your brand.
Steve Henderson Emarsys
“When that single area of content is sales-focused … what it’s doing for those people who are not at the purchase phase of the buying lifecycle, it’s alienating [them]. But even worse, it’s actually teaching them to ignore your emails. If I receive an email every day and I am a brand-loyal customer, but I see that email iran mobile database content that I open on a Monday and it’s about a product for purchase, and on Tuesday, same content. Wednesday, same content. By Thursday, I’ve stopped opening those emails. The sales-focused content trains recipients who are not in the purchase lifecycle [to] ignore those emails.”
Head of Deliverability, Emarsys
The Right Content for the Right Person
Not every inactive customer is the same. The inactive portion of your mailing list contains two sets of people:
Those who seo & sem web analytics and 5 tools to measure your online results aren’t currently engaging but still want to be on the list
Those who don’t alb directory want anything to do with your brand
Inactives who want to be on your list need a different set of content because, although they might be interested in your brand, they’re not interested in buying today, so they’ll ignore any “today’s latest offers” subject lines. Consider what kind of content you could send that would be valuable and relevant to customers who are not in the buying stage of the lifecycle.