Three out of four consumers surveyed "reported they would resent a brand after being bombarded by emails," according to research conducted by YouGov and commissioned by Emailvision.
Half would stop favoring brands that got their names wrong, while only 40 percent would be offended by gender errors, finds the survey announced in January.
Emailvision provides these five tips to keep you from falling into less-favored company status:
• Use technology to bridge the gap between brand and customer: Every interaction—from a website visit, to an email open and click, to a tweet or an in-store purchase—can be captured to generate valuable data.
• Get to know your customers: They're individuals, and online marketers need to build one-to-one relationships with them. Develop targeted messages to communicate in a relevant and more engaging way.
• Incentivize: Customers need to be persuaded to give their data. Using competitions and money-off offers to attract their attention will help them feel the benefit of sharing their data.
• Headline and email subject: Every call to action (CTA) should reinforce the value in taking that action. So be engaging, create excitement and bring to life the experience your brand encapsulates. This CTA should be delivered in the subject line and reinforced in the content within the email.
• Customize your offers: Previous purchase behavior and information that customers provide to you over time can be used to create targeted campaigns. Personalizing your offers could mean the difference between a click and a sale.