Inaccurately targeted marketing emails can damage customer-relations.
According to an Adobe survey regarding attitudes towards email, 75% of what is sent is ignored, whereas 50% of what is read isn’t considered useful. The author points out that marketers miss out on “relevance”, by not appealing to their customers’ interest at the right time without overdoing it.
Further, brands often lack “responsibility” when it comes to building relationships by entrusting sales development reps with the task of turning leads into prospects. The author opines that the responsibility should lie with those who possess the right skills to answer the first call of potential customers.
Lastly, marketers should treat their audience with “respect”, such that it reflects how the brand values their attention. Hence, emails should be properly articulated so that customers can understand the message and respond to it.
[3 minute read]