April 15, 2020

You Make A Difference

I shared this graph with you a few weeks ago.

I'm coming back to the graph today.

The green line is the baseline. That's the probability of a customer purchasing again in the next month, by months since last purchase.

The blue line is you.

You make a difference.

The blue line is the probability of a customer purchasing again in the next month, by months since last purchase, given that the customer just clicked through an email campaign.

The blue line is you.

You make a difference.

This is what happens when you inspire a customer so much that the customer takes action on something you sent to the customer.

The blue line is you.

You make a difference.

This is why I have been demanding that you take email marketing seriously over the past few days. All around you things are crumbling. Even if your brand is thriving right now (and many are), you are part of an ecosystem where your peers are not working, where customers are struggling economically or physically ... or worse. Your CFO says you aren't spending money on marketing whims anymore.

And even though all around you things are crumbling, you are capable of inspiring customers ... right now ... through a virtually free channel ... email marketing.

Go do some hard work now ... your customer will reward you for it later.

The blue line is you.

You make a difference.

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