‘Customer-First Marketing: The argument for sending your customers non-transactional emails in two case studies’ – MarketingSherpa
Courtney Eckerle says, “In a 2016 MarketingSherpa study, we split 2,400 consumers into two groups. We asked half of the respondents to name a company they were satisfied with, and we asked the other 1,200 to name a company they were unsatisfied with.
The most popular response from satisfied customers — 42% of respondents — said that their chosen company’s marketing puts their needs before its business goals.
For unsatisfied customers, the most popular responses — 30% of respondents in each case — were that the company they were unsatisfied with “sometimes” or “seldom” puts their needs before its business goals.
How does this translate into email marketing? Examining the ratio of company-first emails (heavily transactional) to customer-first emails.
We’ll do this by reviewing two case studies featuring marketers who decided to dedicate significant time and effort into producing an email send where the goal wasn’t to drive revenue”.
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