Customer.io – How to Create Lifecycle Email Campaigns
Communicating as a business can create a strange mental trap that makes you forget that you’re dealing with other human beings.
You have relationships of all kinds, so you already understand two basic rules. One, relationships require management to develop, maintain, and strengthen over time. Two, how you interact depends on the stage or status of the relationship. You don’t make friends just by saying hello and never reaching out again, nor would you interact with a stranger at a party by treating them like your bestie.
Why then do so many companies and organizations treat customer relationships so bizarrely? They may go for months without reaching out, or when they do, seem tone-deaf to reality, demanding attention and pretending you’re pals.
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