Don’t Give Up

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Let me tell you a little about my friends…
Daryl tracks the opens on his emails – he knows what subject line intrigues the recipient. For the recipients who didn't open, he tries to coax them into his online store with a different invitation. He keeps tab of their interests, gradually trying to convert browsers into repeat browsers and ultimately into buyers.

Michelle sells a consumer product – she sends a nice email to those who have abandoned their shopping cart offering them an incentive to complete the checkout. Not everyone bites but her diligence helps increase the bond with the customer. Those who expressed interest in her product but didn't purchase are put into a special category for additional follow up.

Jeff markets various financial services to his customers – businesses and individuals – offering car loans, college loans, small business loans, home loans and financial planning. It takes a lot of trial and error to learn what his customers want, but Jeff knows that if he’s patient and clearly makes his offer the customers will eventually come around.

Mark invites future brides and grooms into stores to help them build their wedding registry, these soon-to-be couples create wish lists of preferences. Typically, couples receive about half of their wish list; so Mark invites them back to complete their purchases through a special incentive. Not everyone buys everything, but Mark keeps tabs and ensures that his future marketing (across channels) is based on the captured preferences.

Take a lesson from my friends, sometimes marketing is a waiting game and your best luck can turn up by remaining persistent.