Love Letters to your Customers

Love Letters to your Customers

What's in a message? Besides the business goals we're all familiar with, what are the emotional aspects? There are many types of messages, and each has a different purpose.  Common types are offers, newsletters, and transactional emails: all with a measurable end goal.Today is Valentine’s day, and I believe it's a perfect time to think about letters that don’t have a measurable end goal.  It's curious to me that talk about Valentine’s Day is directed mostly at romantic couples, but relationships are everywhere around us. As marketers, we need to think about brand and consumer relationships.Individual consumer relationships are not easy to measure quantitatively, but that doesn’t mean they aren’t critical to marketing.  As you discuss your marketing strategy, here’s an example of a project I did that pulls the messaging together into an interactive, relationship-building experience. You might think love letters are too time intensive with low return. Investing in customer relationships is not a waste of time. While it...
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