In Part 1 of this series on personalization, we discussed the importance of responsiveness and reacting to customer behaviors. These leading indicators of activities you want to accelerate or mitigate in a timely fashion are key to building a highly personalized brand experience. Let’s say you’ve nailed that though. What’s next? Data-driven relationship marketing, which takes a huge step toward meeting customers’ ever-growing expectations.
There are a handful of rules here that will help guide you down this path. As you might imagine, the more sophisticated we get, the more complex they can become to manage. For the customer though, it should feel that much more seamless.
Let’s look at the rules for relationship marketing and how to further level up your communications so that your customers know you know (and love) them!
- You are one brand to your customer
- What’s old is new again…introducing RFM 2.0
- Real-time gets real serious
- There is no finish line when it comes to testing
For a full discussion of each of these…
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