It’s time to let the cat out of the bag. No matter what you’re in the business of selling (financial services, cars, houses, computers or furniture, etc) you’re not really selling your products. You’re not even really selling your brand. You’re selling a relationship; a personal one.

Today’s  most successful marketers understand that the consumer is in the driver seat. In the not too distant past, the script on marketing was totally flipped. eCommerce ushered in an entirely new way of doing business. Consumers are now empowered with more tools and resources (literally at their fingertips) to research, shop and compare. And the consumer control doesn’t end there. Consumers also demand that companies they choose to do business with communicate to them on their terms. It’s a modern twist on a classic adage: the customer is always right.

The lure of email marketing has attracted organizations from all walks of life. But is email the best way to communicate to your customers? Perhaps not.  A recent article references a study conducted by Epsilon which reveals that 50% of consumers still prefer direct mail over email. http://bit.ly/s31red

Two of the primary reasons for this preference cited were trust (consumers trust the mailbox more than the inbox) and clutter (the inbox is getting increasingly cluttered, while the mailbox is less cluttered than ever).

If you are looking for a way to lift sales, improve the overall customer experience and increase loyalty among your customers, it’s time to implement a multi-channel communication platform.  Give consumers the power to decide how they hear from you.  But understanding your customer’s communication preferences is only the first step in this relationship. Personalizing the message (and the offer) is equally important to understanding channel preference.  

Let’s have a conversation about how we can help transform your marketing program from a “buy this” strategy to one-to-one relationship strategy. That’s what you should be selling.