Will your customers loveyou or break up with youthis Valentine’s Day?

Responsys surveyed over2,000 U.S. adults abouttheir relationshipswith brands*

>2K*Harris Interactive Quick Query Omnibus survey of 2,035 U.S. online adults, conducted January 14-16, 2014.

57% say the brands theylove reward them for beinga loyal customer with specialdiscounts and coupons

32% say these brands onlysend o�ers/promotions thatthey are interested in

An overwhelming 72% ofconsumers say that when abrand they love rewardsthem for being a loyalcustomer, it makes themwant to have a long-termrelationship with that brand

However, 34% say they have“broken up” with a branddue to receiving poor,disruptive or irrelevantmarketing messages

What caused the break up?

53% broke up with abrand because the brandcontinuously sent themirrelevant content onmultiple channels

42% say they did sobecause they never signedup to receive those o�ersfrom the brand

And 33% say the break upresulted from the messagesbeing too generic andobviously meant for themasses, not just them

What’s more is that 59%of consumers say theysometimes choose onebrand over another simplybecause of the marketingo�er they received

1, 2, 3, 4.

So what’s a brand to do toavoid a breakup? 4 things.

1. Collect cross-channelprofile data to betterunderstand your customers

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2. Craft marketing experiencesthat are centered around thecustomer life-cycle, notstandalone campaigns

3. Orchestrate thoseexperiences so that theyunfold in an intelligent andrelevant way over time andacross channels

4. Measure success basedon lifetime customer value, not the revenue per messagesent on an individual channel

The bottom line:

Mass-marketing tacticsare not the way to yourcustomers’ hearts.

See more on theNew SchoolMarketing Blog