Prospect ≠ Target

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I recently read an article on a competitor’s blog that detailed how a prospect ought to be targeted – they detailed a three-step process for ensnaring, first the prospect should be tracked for three communiqués. Once their preferences are captured the prospect should be targeted with seven offers, if the prospect clicks on any link within these offers, they should be sent specials on the items of interest. This strategy suggested targeting with a total of 12–15 emails within a month to convert them into a buyer, if the recipient succumbed to the trap they should then be moved into other relevant streams. If the prospect wasn't converted, they should be given a breather and re-targeted after a month. This email-only strategy included the promise of great ROI.

While this communications barrage may be awesome for a short-term, it’s important to realize the need for a long-term relationship with your prospects. The customer is expecting a dialogue and it is important that you create a conversation with them, coaxing them to read your messages, buy your product and visit your site/ locations. Rather than target them with offers only, consider mixing in lifestyle information, surveys and offers across email and additional channels. It might cost you a little more but your ROI will be much better.

Rising costs have made many companies pay greater attention to their ROI, email continues to gain importance because of its inherent agility, track-ability and low cost. Unfortunately, email can also become an intrusion – focusing on a short-term gain makes it difficult not to step on a prospect’s toes and dash your long-term goals. Remember, the customer is not a target.