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3 Guiding Principles for Customer Relationships by Laura Ashley @tailoredmail


3 Guiding Principles for Customer Relationships by Laura Ashley @tailoredmail


3 Guiding Principles for Customer Relationships by Laura Ashley @tailoredmail

3 Guiding Principles for Email Marketing Customer Relationships

The examples provided here are shown in the context of email communications, however they apply broadly to marketing and customer loyalty.

Guiding Principle #1: Don’t bait and switch.

This one should be so obvious.  Creating and maintaining customer loyalty is a high priority for every business, whether B2C or B2B. However, many businesses employ tactics and strategies which run contrary to the good faith placed in them by their customers.

For example, an airline who will remain anonymous sends a birthday email that includes a 10% discount on a future flight.  Unfortunately, it contains all sorts of caveats.  One is that the birthday discount would be negated if existing deals exceed the 10%.  Another is that travel must take place in the birthday month, which might work if the recipient gets it a few weeks earlier, but they only end up with around two to three weeks’ notice.

What seems like a great ‘early birthday gift’ may end up being completely off-putting to some.  Though most people would probably recognize the offer as a ruse to get a booking, they do not and should not have to put up with any unnecessary strings attached.

Guiding Principle #2: Your best customers should be the first ‘in the know’. 

Your best customers—often loyalty program members in B2C—don’t like to be the last ones to know about your best offers. If anything, they anticipate and expect your communications. Make sure they’re the first to know about that 40% off deal, or if you’re in B2B give them a preview of that new product or service before doing the press release.

All too often, the most important messages that an organization has to tell end up being focused on an audience who has shown little, if any loyalty to the brand.

Guiding Principle #3: Find ways to pleasantly surprise your customers.

Have you stopped courting the very folks who keep your business running? If you’re in B2B marketing, don’t assume your sales reps are doing it. In both B2C and B2B, it’s often the little things like birthday emails, anniversary emails or any personalized communication which provides unexpected value to your target audience.

Since the use of direct mail has declined, a well-designed mail piece, especially birthday or anniversary cards may have a better chance than ever of being read.

Before you implement that next marketing program, do a quick sanity check to make sure that you aren’t violating some of the most basic principles of customer relationship management.

Takeaway: Given that customer and revenue acquisition is such a high priority, it’s easy to take for granted all of those loyal customers who have taken the plunge with you already. Following these three guiding principles when it comes to your communications and offers will keep your customers both happy and engaged.

  • Profile:  Laura is a seasoned email and database marketing strategist who has done both business-to-business demand generation and business-to-consumer lifecycle marketing. She has worked with some of the savviest email marketing organizations in the retail, travel, gaming and technology industries. Laura is currently Director of Market Development at TailoredMail, a Seattle-based email service provider who specializes in making email campaigns and landing page content more personalized, social and mobile-friendly.
  • Website:  http://www.tailoredmail.com/blog
  • Twitter:   http://www.twitter.com/tailoredmail
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Your thoughts here
  1. Thank you for reading and engaging, Lynn! I actually had a 4th, but decided it might be too much…something along the lines of “When a customer breaks up with you, be the bigger person.”

    Wouldn’t it be neat if you say unsubscribed and then re-subscribed to someone’s emails, you received an email which acknowledged that and included an exclusive offer?

  2. Great points, Laura! Especially the point about the bait and switch. Though it should be obvious in a medium focused on permission and trust, it’s good to remind everyone that honesty is always the best policy.

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