Practical "know your customer" example

I just sent an email to an email marketing company that "I have done business with"... as a consumer (you know BUYER)... think it will get the attention it should? We'll see. If they are paying attention they should change the way they use this marketing campaign. I have clearly been only a "Merrel" customer (ALL my purchases have been to this brand). They should target better to get an advantage.. not get me angry... you see, I ignore ALL their emails because I have learned that they never have a savings in it for me because my "brand" is always excluded from their savings offer.

Use the information you KNOW about your customer to your advantage, not to your disadvantage, that's the point. You should be using the information you know (and you should be tracking this information through your marketing database) whenever you make choices to "market to this segment". Get it right and find a campaign management solution that let's you do that.


The email I sent them:

Dear xxxshoes

Here’s a thought… you offer wonderful come-ons for reduced pricing... but never for “Merrell” brand. Stop sending the emails to me since that’s the reason I use your company in the first place… to be honest it just makes me angry… better you let me “not know” all the great savings I can’t use. It creates a “bad” feeling… probably not what your marketing intention is.

Fred