Driving relevancy in customer communication

19.11.09 10:11 PM By S.Swaminathan

CMO council has come-up with an interesting report that many marketers have faced as consumers themselves - irrelevant communication!  Many of these marketers talk about it but do nothing about it for their own brands or products. Here are some startling facts to think about:

  • While 64 percent of consumers say promotional offers dominate both the email and traditional mail they receive, only 41 percent view these as must-read communications.
  • 91 percent of consumers who opt out or unsubscribe to emails, 46 percent are driven to brand defection because the messages are simply not relevant.
  • The threat of customer churn and disconnection intensifies as 41 percent of consumers say they would consider ending a brand relationship due to irrelevant promotions.
  • An additional 22 percent say they would definitely defect from the brand!
  • Nearly three quarters of consumers have received promotions for products they have previously purchased from the company
  • 73 percent of consumers would be open to receiving print statements if mailed materials were recyclable or part of a sustainability program
  • Nine out of ten consumers open monthly bills delivered via traditional mail, compared to 72 percent who open bills delivered via email
  • When given the opportunity to choose, 51 percent of consumers prefer to receive product or service promotions via traditional mail while 44 percent prefer email.

It's really true esp.for myself  as a customer(as the report highlights)- I have seen many companies calling me to buy the product when am already their customer!

There is a need for marketers to add a relevance filter to their customer management process. It's high time they start integrating the channels of customer interaction & communication to make this happen.

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