Comments on: It’s the Message – Not the Medium! Relevancy Rules

By: Pat McGrew

Pat McGrew — Fri, 23 Apr 2010 06:53:43 +0000

Thank you for a great point… “The Relevancy Report determined that 75% of people continue to receive promotions for products already purchased. And that 64% are considering or have left the brand due to the level of irrelevant messaging in both email and direct mail.”

I have this conversation all of the time. You know the exercise.. show me everything you’ve sent to a customer in the last year. Now tell me what products of yours they already have.

It’s astounding how little data management is going on in major brands.

I look at my own mail box and see the same thing.

Print is not irrelevant, and it can be a green and cost effective marketing tool as long as you don’t send irrelevant pieces to your customers! But… same caveat on email. I have half a dozen emails in jsut the last week asking me to participate in events that I have already signed up for, to renew subscriptions I have already renewed, and to take advantage of sale specials that I have already shopped. We have to do a better job across all of the marketing channels.

Cheers!

By: Sandra Zoratti

Sandra Zoratti — Fri, 02 Apr 2010 02:31:23 +0000

Michael J,
Insightful. Your comments are — as always — much appreciated. Perhaps the fact that the message has morphed into static, irrelevant noise in many channels (mediums) points to the fact that the contrast of sending a relevant message will resonate enormously in driving customer engagement. From irrelevant to relevant. From static to dynamic. From poor to great. From irritating to engaging. From cookie-cutter to customized. From stranger to friend. Huge deltas that get noticed.
Sandra

By: admin

admin — Fri, 02 Apr 2010 01:04:25 +0000

As always, good point. I think the medium creates the experience, and the message drives the customer to action.

Good to hear from you.