What's good, fam.

Lately, it seems like many big brands have missed the memo...

A recent survey conducted by Optimove shows that

• 79% of consumers unsubscribed from at least one retail brand in the past 12 weeks due to a sh*t load of marketing messages.

• 66% of consumers want fewer marketing messages.

• 27% feel they are bombarded by marketing messages.

People today want personalized and relevant messages from the brands they vibe with.

(wouldn't you?)

... so brands need to CHILL OUT with the constant barrage of "look look look" - "sale sale sale" messaging.

So, how can we ensure that our messages are effective AND well-received?

Here are some dos and don'ts...

DO - Use email & text channels carefully.

• Email and text are the most relied upon by consumers, but they are also the most abused by marketers.
• It's essential to strike a yin-yang (balance) and use these channels strategically. Create personalized and relevant messages that add value to their journey.

DO - Understand the customer journey

• Let's take a pit stop back to the basics. You need to know the specific journey a customer is on and be part of it.
• Consumers are on a predetermined shopping destiny most of the time. So you need to understand where the consumer is on this journey to create relevant (and compelling) messages.

DO - Make messages relevant and personalized

• Relevancy is key when it comes to building stronger relationships with your audience... Less random "promos" & "here's what we're launching next!" emails.
• More value-based emails that share relevant resources, and information.
• Hey, throw in some personal happy birthday emails in there too!

DON'T - Send cold, irrelevant messages

• Irrelevant messages are not only ignored but can also make the brand irrelevant to your customer.
• People today expect personalized messages that show that the brand knows and understands them.

DON'T - Overwhelm people

• As the survey shows, bombarding customers with too many messages can lead to them unsubscribing from your brand.
• Fewer, relevant messages at the right time will be more effective than many messages that don't resonate with the consumer.

The classic saying - "less is more" is helpful here.

By getting the consumer relationship down, brands can spend less on marketing and create customer loyalty for life.

Stay stellar,

-Haylee Kalani