In my past blogs I have spoken much about the customer journey and the content needed throughout the funnel, but unfortunately, a large portion of marketers across many industries continue to use email to only deliver messaging at the end of the funnel. Even if the funnel is short, there is opportunity to deliver more value and be less promotional. This helps build trust and consideration early in the relationship and primes action later. This is a long term strategy, not short term sales and ROI focused.
As part of my research, I signed up on a handful of fitness sites to see what they would do and how they would communicate with me. Big surprise, they didn't try to "court" me, they went straight for the "marriage" trying to get me in their door with a free pass. And even when they sent me their "free pass" they didn't try to inform me. This would have been a great opportunity to add some valuable content about health and fitness to reinforce why I should be going into their club. Instead, this was all about operations and getting "married" before I even am sure I like them!
Another thing I speak a lot about is customer centricity and the importance of listening to our customers. That is how you win, both short and long term.
If there isn't enough evidence out there, here's a great statistic from an article this week in AdWeek.