In this day and age, sending out mass broadcast emails should already have been consigned to the dustbin!
Any organisation which is not already controlling and sending out singular, personalised emails to every customer, powered by AI, have already marked themselves as well behind the market.
People do not want spam and they also do not want content that is not 100% relevant and targeted to them and do not want to receive it until just the precise moment it is needed.
With the new regulations coming down the tracks for GDPR, the insurance industry amongst others is going to have to take a very hard look at their use of data in marketing.
Now is the time to get into Individualised Marketing, which treats every customer with respect and consideration for who they are.
And who knows, Retention might even go up!
Price comparison website Money Supermarket has been fined £80,000 by the Information Commissioner’s Office for sending millions of emails to customers who didn’t want them. The company sent 7.1 million emails over 10 days updating customers with its terms and conditions. The ICO said that all the recipients had previously opted out of direct marketing. “When people opt out of direct marketing, organisations must stop sending it, no questions asked, until such time as the consumer gives their consent. They don’t get a chance to persuade people to change their minds.”