Business marketing activity 101 is to connect, communicate & be empathetic to your customers, new or existing.
So you’d think large businesses with huge databases of customers, many of which will be looking to repeat purchase, would have empathy & sensitivity off to a tee in their email marketing campaigns.
Sadly that doesn’t seem to be the case regarding some airlines.
Having had 1 cancelled, we are still hoping to go on a family holiday later this year. But nothing is confirmed & we’ve had little communication about our current booking.
What I have received is a plethora of emails about where to jet-off to & available upgrades for 2021.
Don’t get me wrong in normal circumstances this might be a good way to be pricking the holiday conscience & getting ahead of the game.
But clearly, the whole world is pretty much on a travel halt with few ‘comms’ about when holiday flights might resume.
So to be ‘sold to’ when we don’t even know about this year’s travel plans as yet is being highly insensitive to the current issues & audience circumstances.
Don’t follow their steps, be aware of & sympathetic to what’s happening in your customers’ worlds before you crack on with planned marketing activity, or you might just cause them to rethink about buying again.