Email service providers are blanketing the world with services and technology. I am a true believer that marketers must engage consumers via email and social channels and must do so in a programmatic and relevant way. However, even with technology, strategy and marketing focus, some programs fail while others succeed — even when similar execution strategies are applied. What causes this variance? Easy, the customer experience. At its core, it is the customer experience that turns a one-time buyer into a loyal customer, subscriber, fan or follower. I feel we lose sight of this fact at times.
The point is that customer loyalty does not start on a Facebook page or in a Twitter feed. It is not developed solely through relevant email communications and the appropriate cadence of messages.
Engagement between a brand and a consumer in any channel (email or social media) starts with the customer’s experience with that brand. If the customer experience is average, your consumer is unlikely to be a repeat buyer, they are less likely to click and open your communications, and they are never going to spend their social capital recruiting their friends to be your customers.