Welcome to the third and final entry in this series of customer communication blog posts. So far we’ve looked at how frequently to contact customers and what communication method best suits you. There’s just one final piece of the communication puzzle that I want to share with you – permission and relevance.
Why are you sending this to me?
This is the one question that you never want your customers to ask when they receive communication from you. If you can make sure all communications are relevant to the customers you send them to, and they’re sent at the relevant time, then you’re on your way to a successful communication programme.
If frequency, method and relevance were contestants on Blind Date – relevance is the one you want to be choosing each time!
Working with permission
You must respect your customer’s wishes. If they have opted not to receive communication from you please don’t think that following the guidelines in this blog means you can now start sending communications to all customers.
We’re all protective of our contact details, so do unto others as you would have done to yourself (within the constraints of the Data Protection Act). Creating a relationship with your customers will enable you to cross and upsell profitably. Emailing customers who have asked not to receive anything could leave you recruiting a complaints manager.
I hope you’ve enjoyed this series of blog posts, all that’s left for me to do is wish you a successful and profitable communication plan for 2009.
@eclipseinternet
Eclipse Internet