Now that the holiday season is over, brands that emailed shoppers on their subscriber lists on a daily basis should take a step back. Email can be an effective tool in boosting revenue but it's easy to cross the line and generate resentment. To avoid this problem, brands will be working harder to build a meaningful connection with their email targets.
The last thing any retailer wants is to build resentment in a customer. But 71% of surveyed consumers say that getting too much email would cause them to move away from a brand. A YouGov study for EmailVision indicates that consumers are pushing back with respect to email and they particularly dislike:
- Incorrect spelling of their names: 50%
- Incorrect gender: 40%
Consumers also say they don’t want to give up personal information to get better offers online. At least 40% of people hold this opinion. For older consumers, the number is 49%. Only a little over 1/3 of consumers are willing to reveal their age and gender to get targeted offers.
Is there anything brands can do online to get consumers to give up their personal data? Experts recommend using customer intelligence (CI) technology to personalize offers. Use the data at hand to understand previous buying patterns and then use that information to create personal incentives.
Treating customers right from the beginning will keep them interested. This is a far better strategy than offending or aggragating them and then having to win them back.[Source: Brand Resentment. EmailVision.com. 15 Jan. 2013. Web. 23 Jan. 2013]