When you want to maintain a long-term relationship with the customer, avoid any marketing tactics that erode trust.
The book Subscription Marketing includes a manifesto for marketers nurturing recurring customers. Of course, it applies well in nearly every marketing situation, but it’s particularly critical when, as in a subscription-based model, you maintain an ongoing relationship with customers.
Here’s a handy infographic:
These are the four rules:
- Be empathetic: Always try to deliver value from your customer’s perspective.
- Show your personality: Any brand personality should be authentic and consistent across all customer interactions, not just marketing.
- Handle your mistakes with grace: Admit errors. Even have a plan for letting customers go gracefully.
- Don’t be creepy: Personalization and retargeting seem like great ideas until your customers think you’re stalking them and lose trust.
Anne Janzer 