Love is in the air. This month, as you try to woo new or existing
customers, remember one thing: no one likes a stalker.
Communicating frequently with your
customers and prospects is more than a good idea: it’s essential. But it’s also important not to overdo
it. You don’t want to leave your
customers feeling trapped or powerless.
So how much is too much? Unfortunately, only you can determine
(through testing) what your market’s threshold is: the frequency that they not
only tolerate, but also respond profitably to.
Whether you’re testing out your
frequency schedule or following a carefully timed plan, make it easy for your
recipients to opt out of phone calls, emails, mobile marketing, and direct
mail, and make instructions for doing so obvious.
When a customer does want to “break
up,” follow-up on opt-out requests quickly.
But don’t just hit “delete” and move on.
Figuring out why individuals opt-out can make it easier to determine how
to keep them. If you offer an online
option for opting out, take the opportunity to ask questions. Prepare a very brief questionnaire and ask
for feedback.
Learning how and how often to
communicate with your market will make everyone happier and your relationships
stronger.
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