Overload of retail marketing messages can exhaust consumers
When it comes to retail marketing, businesses know that generating awareness about their products through print, online and radio advertisements is one of the best ways to attract consumers. With the increasing use of the internet within the retail industry, many companies are turning to the web to reach out to target customers and showcase their items. Brands are developing content and graphics that are aimed at creating interest and promoting their products and services through banner ads, email and other forms of online marketing. However, sending customers too much marketing content and overloading them with messages can actually result in high levels of consumer resentment toward brands.
Negative customer sentiments come from too many emails
According to recent research from Emailvision, 75 percent of consumers surveyed stated they would begin to resent a brand after being sent too many email messages. Seventy-one percent said that unsolicited content from businesses was one reason for becoming resentful. When sending out email marketing components, merchants may want to pay attention to the details, as half of the respondents said that getting their name incorrect would be an important factor in developing negative sentiments toward companies they used to prefer. Forty percent said retailers not knowing their gender would result in resentment.
"With an abundance of choice, consumers are more demanding and they expect brands to engage them correctly. If someone is not providing them with the right offers, value and relationship … they will quickly switch to another brand," said Tim Watson, an email marketing consultant at Zettasphere, in the Emailvision report. "The key to success for marketers is not in the content; it's in the intelligence and actionable information that comes from customer data."
Making effective use of customer data for marketing
When using the customer data at their fingertips for marketing purposes, how can retailers ensure they are reaching their target audiences and spurring greater retention? In the National Retail Federation blog, Allison Kroger writes that keeping focus on local areas around brick-and-mortar stores can help with these goals. Instead of creating generic discounts and offers to be implemented at all locations, merchants can provide special deals for regional shoppers. In addition, constantly surprising consumers with targeted email messages that contain relevant information and perks will keep them coming back.
