People know the difference between sincerity and manipulation. It may take them a while to figure out where you fit in, but they will. When they do, you will be excluded from their life. Make sure that you are genuinely trying to help them resolve issues and make their life better. If you do that, they'll become lifelong customers. Fans. Advocates. Community members. Whatever you want to call them, they'll be yours.
Today, instead of ecommerce, we have social media. Once again, established companies are in the best position to capitalize on the opportunity. They have verified followers and fans in their customer database. And, they already know what motivates them to buy.
The combination of direct marketing and social media is what we have been seeking for so many years. We wanted the ability to connect with our customers, learn from them, and provide exceptional service. The new platforms provide the tools to do just that with customers around the world. It is hard for me to imagine why everyone in the direct marketing industry isn’t jumping for joy.
The quest for immediate sales overshadows long-term email marketing objectives. Customer retention and prospect conversion take a backseat to the instant gratification received from quick responses to promotional offers.
Email marketing is cool. You create one, send it to your customers and prospects, and they send you money. Yes, that is definitely cool. And, it used to be that easy. Today, it is much harder.
