I don’t want to be treated equally. I want to be treated fairly.
And because it’s 2015, I want companies with which I do business to communicate directly to me with messages and offers that are based on the information they have collected (or which I have provided them) about me.
That messaging doesn’t make sense via social media. Nothing engages me more than a personal email containing information or an offer relevant to me. It doesn’t have to be exclusive.
I’m not alone in my preference. According to The E-Tailing Group, 41% of people surveyed indicated that actually do purchase more from retailers sending personalized emails based on past browsing and buying behavior.
Another survey shows that 58% of us are looking for a more compelling offering personal services and benefits. After all, that’s the reason we have a relationship with a brand. It’s as if we’re saying, “Hey, I’ve invested in you. Now it’s time you invest in me.” That investment goes way beyond the virtual lip service that most companies push out on social media.
Who’s really knocking this out of the ballpark? Amazon. And, sure, most people don’t pay that much attention to sales receipts – but why would a company not take the opportunity to deepen my relationship with them on those little slips of paper? Especially now that I’m opting to have more sales receipts emailed directly to me instead of snagging another piece of paper to get lost in my pocket or briefcase.
You’ve got all this data on me, right? I would encourage you mine it for actionable insights and help me purchase more of your products and services. Use the avenues and the permission I’ve given you to contact me directly, and then tell me something you know that I, in particular, will find interesting.
Go ahead. Make it personal.
So sayeth the StickMonkey.