Will segmentation and database marketing really make your customers feel content???
In the Online Marketer’s Segmentation Guide you will find this statement, “When done well, segmentation and database marketing will make your customers feel content about having a relationship with you.” I disagree. I am at a perpetual level of ZERO “content” when I open my Gmail account on a daily basis. The ridiculous number of emails I receive from online marketers only puts me in a bad mood and I am surprised that the author of this article actually opened the email he mentions, as I know very few people enjoy the glorious junk mail they receive. Okay, so I bought something at your store one time…why are you stalking me???? To hammer my point further, aren’t the majority of people very leery of giving out their email address at all?
I understand that we are in an ever growing global village and that it is absolutely necessary for any organization to communicate with publics via the internet; however, could we possibly be a little more civil about our approach?
The article also presents the argument that segmentation benefits customers. I think the author was somewhat confused when writing this section of the article and what he or she really meant is that segmentation benefits the company. Segmentation benefits the company more than the customer because…well, here’s an example: every single day, sometimes twice or three times a day, I receive an email from 1-800-Flowers. Contrary to their apparent belief, I do not need to send flowers to someone every single day. Of course their intent is to convenience me that I should send flowers to someone and when I do send flowers go through them. They won…I sent flowers to my mom today for her birthday and I used none other than 1-800-Flowers. But, did their victory really benefit me, the customer? Do I feel content knowing that I validated their strategy? NO!
So, my point is: as a company, you can segment all you want, but all you’re really doing is getting in the customer’s head. Yes, that head might be one that fits the perfect demographic, psychographic and behavior for your company/marketing strategy, but does all that outweigh the fact that your emails are annoying?
I understand that we are in an ever growing global village and that it is absolutely necessary for any organization to communicate with publics via the internet; however, could we possibly be a little more civil about our approach?
The article also presents the argument that segmentation benefits customers. I think the author was somewhat confused when writing this section of the article and what he or she really meant is that segmentation benefits the company. Segmentation benefits the company more than the customer because…well, here’s an example: every single day, sometimes twice or three times a day, I receive an email from 1-800-Flowers. Contrary to their apparent belief, I do not need to send flowers to someone every single day. Of course their intent is to convenience me that I should send flowers to someone and when I do send flowers go through them. They won…I sent flowers to my mom today for her birthday and I used none other than 1-800-Flowers. But, did their victory really benefit me, the customer? Do I feel content knowing that I validated their strategy? NO!
So, my point is: as a company, you can segment all you want, but all you’re really doing is getting in the customer’s head. Yes, that head might be one that fits the perfect demographic, psychographic and behavior for your company/marketing strategy, but does all that outweigh the fact that your emails are annoying?
posted by Brittney Mills @ 5:48 PM
2 Comments:
At 11:45 PM, January 21, 2008,
Jon Pharr said…
In the Online Marketer’s Segmentation Guide I agree with the statement, “When done well, segmentation and database marketing will make your customers feel content about having a relationship with you.” The reason that many people would disagree with this statement is because online marketers seldom market well online, and in most cases just fill up peoples inboxes on a daily basis. If I was not bombarded constantly with these emails I would shop and look at many more websites in search of that great deal. Instead, I usually hit the delete button without hesitation. However, when I receive emails on stuff that I am interested in, I do give them a chance as they make a connection with me. The problem I have noticed is how I feel these companies are not trying to reach me, but rather send an email to everyone who has bought an item from their website. When the author received an email about his upcoming wife’s birthday and even had her size and apparel options, I was amazed. That is something I am looking for in an online marketer. They don’t send an email everyday and connect with their target audience member directly. If more companies used this form of database marketing I would be more interested in opening the email and going to their website instead of hitting that delete button.
At 11:50 PM, January 21, 2008,
SIUchristina said…
Brittney,
I can definitely agree with you on this. I bought something from CollectionsEtc. com, and have since received at least 3 emails per week offering to save me a certain percentage off my next purchase based on a minimum purchase amount that expires within a week or two. I ordered from them again about six months after my first purchase. Despite getting several emails, I had to wait until my payday to make the purchase. In doing this, I thought I was using the best deal they had offered me via email. But wouldn't you know it, within a couple days after I placed my order a better coupon was emailed to me - that would have saved me more money and required a lower minimum order! But now the emails from them have slowed down considerably - did they just want me to make a second purchase and now I'm not email coupon worthy?!? Strange...
But on the other hand, I'm a frugal girl and love coupons. I get emailed coupons from several different stores on a daily basis, and I take advantage of them whenever I get the chance. I pretty much don't shop unless I have a coupon or there's a sale - that I likely found out about from an email I received from that store.
However, I also have an email account that I use specifically for those instances when I'm solicited to give my email. This was my feable attempt at reducing the amount of clutter in my primary email account. But alas, I just created a folder in my primary email account for coupons and ads.
I feel like in this day and age, it's inevitable to get rid of junk emails. And I'll be honest, I'd much rather have some unwanted advertisements in my inbox as opposed to telemarketer's phone calls (not-to-mention those stupid emails asking me to look at porn websites, buy ED drugs, or enhance the size of my you-know-what...clearly their marketing segmentation isn't working, because I'm the wrong sex for most of the emails in my bulk mail folder!)
My how times have changed thanks to the internet! It's amazing to think about how different we lived our lives just a decade ago. Technology is a double-edged sword, both for us consumers as well as the product/service providers.
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