Holiday eRetail: Reach Women with Relevance

Amy ChubbuckI have an iPhone. Therefore, I am an AT&T customer. As a result AT&T has added me to their email distribution list, and I now am on the receiving end of several email tactics. My favorite (and not for a good reason) are the acquisition tactics.
I receive offers to bundle additional AT&T services: home phone, Internet and television. What is really neat about these offers (sense the sarcasm???) is that I am not in a serviceable area for AT&T U-Verse. Then WHY, AT&T, ARE YOU WASTING MY TIME? Why are you sending me email communication with offers for services I do not qualify for? As your customer, that does not make me happy. I do not feel that AT&T knows me or cares enough about me as a customer to pay any attention to me. The email makes me unhappy and causes me to opt-out of future communications. I am guessing this is not the desired outcome AT&T had in mind.

I want information that matters to me when interacting with a business. At some point, I have opted in to receive communication from a company, so I care what the company has to say. But, what a company has to say better matter to me. Make email content relevant. Take what you know about me as a customer and apply that knowledge. What interactions have I had with a company? What are my shopping habits surrounding the products? Have I offered up any personal information that could be useful in targeting communication to me? Am I am mom? Do I work?

Now, I have always believed I am a bit of a tough customer. But, it turns out I am not alone. Relevance is important to most women, and it is even more important to women who are mothers. Fifty-eight percent of women surveyed say they want information that pertains to their lifestyle or relates to their recent purchases. Seventy-one percent of women responded that they are willing to share information like an email address, their age, and their gender to receive discounts, promotional offers and coupons. If I am interpreting this survey information correctly, women want information that is pertinent to them, they want savings offers, but THEY WANT INFORMATION. Did you hear that, companies? Women want information from you… that is half the battle right there.

Companies must surprise women with information that actually matters to them. Spend some time getting to know them, demonstrate that they are valued. Right now, send them a savings offer that is relevant to them (go ahead, I will wait). We all know that if women do not like what they are hearing from a company, they will tell their friends (just like I told you about AT&T). But also keep in mind that if women do like what they are hearing, not only will they tell their friends but they will also remain a loyal customer!

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