Why customers break up with brands

There have been lots of articles lately proclaiming the end of the email era. But that’s far from the truth. All social networks need email to survive, and email is still the largest growing digital communication channel. Did you know that 93% of internet users in the US willingly receive at least one commercial email daily – that’s immense!

Moreover, email is the first thing 58% of those same people check when they go online in the morning, compared to just 11% who check their Facebook page first. Go figure.

But still: customers have the final word and sometimes they just decide to “break up” with your brand, no matter what channel you use to communicate with them. A lot of companies are still wondering why this unfortunate event can take place in just the blink of an eye…

Here are the three main reasons why customers (or fans, if you like) break up with their once beloved brand:
• brands talk too much, too often, (frequency)
• they repeat the same information continuously (boredom)
• and there are other brands out there who do it better (relevance)

Conclusion: it doesn’t really matter which social media channels you choose to talk to your customers. It’s all about how you engage with them. The frequency and content of your marketing efforts need to be tailored to the unique needs of your subscribers, fans and followers.

2 Comments

  1. Posted August 5, 2011 at 8:09 pm | Permalink

    Frequency is not a problem if:

    – Its expected and clear permission has been given, eg Groupon daily emails.

    – The emails provide value. Nobody minds frequent value being delivered to their inbox.

    • Posted September 22, 2011 at 2:42 pm | Permalink

      True, but in most cases the break up with the customer is due to a combination of all the factors stated above.


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