Some time ago, I posted an answer to a question asked by a retail client; “If the offers are always relevant, does it matter to customers how often I send them?” The post was on Strike a Chord.
At the time, I talked briefly about the fact that relevance is not independent of the customer’s position in their buying cycle. What is relevant depends on when they are ready to buy. While a “relevant offer” will appear as spam when they are not ready to buy.
The team at Genroe have just finished reviewing a great publication that points to how we should answer this critical marketing question. [Read more…]