What I Learned as a Marketer After Falling for a Phishing Email

Posted by smpayton under Online Marketing
From http://www.eggmarketingpr.com 3129 days ago
Made Hot by: luvhealthcare on May 2, 2016 7:03 am

These people had managed to lead me down their sales funnel and without my independent research, who knows what I would have done. Over the years, I’ve gone back to this incident again and again thinking about why this and other phishing emails are effective and what I, as a marketer could learn.

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Comments

Written by JayGowell
3126 days ago

Marketers spend a lot of money on fulfillment. They need to make sure the right products are sent to the right people at the right price. They need to make sure that up-sells and cross-sells are correct.

If you ship the wrong product, it’s going to cost you in the form of customer service calls, returns, return postage, lost business, chargebacks—you name it. People don’t like mistakes and in business, when mistakes happen, people can tend to be brutal.

The psychological profile of the customer has changed over the last 20 years. Whereas yesterday’s customers tended to be more compassionate and understanding, today’s consumers have come to expect flawless service thanks to the evolution of technology and near-perfect service provided by industry juggernauts. With this in mind, it makes sense that recent research indicates that 86 percent of customers stop doing business with a company following a bad experience.

When mistakes happen, it’s no longer as easy to rectify them. Customers won’t simply return the wrong product and patiently wait for a replacement. In fact, according to Bain & Company, a customer is four times more likely to change his or her brand allegiance following a service-related mishap, compared to something that is price- or product-related. In today’s age of instant gratification, customers who endure bad experiences flock to the Internet, search for competitors and order a substitute product, demanding their money back from the initial order immediately.

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