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Consumer survey results: Will customers love or break up with you this Valentine's Day

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We all know how hard it can be to make a long-term relationship work: from the challenge of remembering your partner’s favorite things to making sure to call just the right amount of times. For …

We all know how hard it can be to make a long-term relationship work: from the challenge of remembering your partner’s favorite things to making sure to call just the right amount of times. For brands, doing great marketing is no different.

Responsys commissioned a nationwide survey of more than 2,000 U.S. adults, which uncovered how brands can maintain long-term relationships with their customers and avoid unnecessary ‘breakups.’ For more, check out: http://www.responsys.com/blogs/nsm/cross-channel-marketing/does-my-customer-love-me/

Published in: Marketing, Business, Technology

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  • 1. Will your customers love you or break up with you this Valentine’s Day?
  • 2. Responsys surveyed over 2,000 U.S. adults about their relationships with brands* >2K *Harris Interactive Quick Query Omnibus survey of 2,035 U.S. online adults, conducted January 14-16, 2014.
  • 3. 57% say the brands they love reward them for being a loyal customer with special discounts and coupons
  • 4. 32% say these brands only send offers/promotions that they are interested in
  • 5. An overwhelming 72% of consumers say that when a brand they love rewards them for being a loyal customer, it makes them want to have a long-term relationship with that brand
  • 6. However, 34% say they have “broken up” with a brand due to receiving poor, disruptive or irrelevant marketing messages
  • 7. What caused the break up?
  • 8. 53% broke up with a brand because the brand continuously sent them irrelevant content on multiple channels
  • 9. 42% say they did so because they never signed up to receive those offers from the brand
  • 10. And 33% say the break up resulted from the messages being too generic and obviously meant for the masses, not just them
  • 11. What’s more is that 59% of consumers say they sometimes choose one brand over another simply because of the marketing offer they received
  • 12. So what’s a brand to do to avoid a breakup? 4 things. 1, 2, 3, 4.
  • 13. 1. Collect cross-channel profile data to better understand your customers 10100100 101010101
  • 14. 2. Craft marketing experiences that are centered around the customer life-cycle, not standalone campaigns
  • 15. 3. Orchestrate those experiences so that they unfold in an intelligent and relevant way over time and across channels
  • 16. 4. Measure success based on lifetime customer value, not the revenue per message sent on an individual channel
  • 17. The bottom line: Mass-marketing tactics are not the way to your customers’ hearts.
  • 18. See more on the New School Marketing Blog

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