Quality vs. Quantity

There are tons of old adages and clichés that can be applied to today’s post, the title is only one way to summarize the need to connect with your customers and prospects during the current economic uncertainty. Consumers are examining everything more closely, evaluating what they buy as well as where they keep their funds.

This shift in focus also requires eMarketers to realign their outreach; we’ve dubbed 2009 as the Year of Engagement as such we must get away from the list count as the driving metric in eMarketing. To insure your recipient list remains connected you must focus on building relationships, offering consumers the information they seek and constantly building trust with them. This is a delicate process, buying cycles have extended so fight the urge to push them too far too fast. Evaluate your campaigns and website to make sure it has a serve rather than strictly sale tone – this is done by offering advice, insightful views and highlighting the value you offer over all others.

Tell us how you’re modifying your program to build relationships – comments welcome.