I ran across a great article tonight by David Meerman Scott on webinknow.com. David talks about an email he received from American Airlines. He is a super elite customer. His point is that the email he received just isn’t relevant. If you’ve talked to me for more than 30 seconds, you know how I feel about this subject. If you don’t send relevant communications to all of your customers, you better start six months ago. The day of reckoning is coming for email, and it starts with people like David.
I highly recommend that you give this article and comments a few minutes. You’ll get a rare look into the thoughts of a customer that you IN NO CIRCUMSTANCES can afford to lose. I was please to share my two cents in the comments. Here is my response. Thanks David!