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Email, Facebook, and Twitter each provide marketers with the ability to compile a database full of customers and prospects. This ability to gather consumers into a visible list certainly looks like the familiar paradigm of database marketing. And given the fact these consumers are now part of “our databases,” it seems logical that these would meet the criterion for retention marketing. After all, they are in our databases, so the job of acquisition is done, right?
Based on the Subscribers, Fans, and Followers research I have been engaged in over the past several months, looking at the differences in how consumers want to engage with brands through these three channels, I believe this is a potentially serious mistake.
First, consider newly released data on the impact one-to-one communications through these channels have on increased purchase intent.
After becoming an email subscriber, 27% of consumers say they are more likely to purchase from a brand and another 41% are neutral, which I’ve interpreted as they may or may not be willing to purchase more. Giving the benefit of the doubt, let’s say 68% may be influenced to purchase MORE after becoming a subscriber.