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There’s a reason why outbound marketing is on the decline: it doesn’t work very well any more.
Direct mail, for instance, was traditionally considered a success if it achieved a 1.5 to 2.0 percent response rate. Today, some 44 percent of it is not even opened. I guess that’s not surprising in a world where two of every three Americans are on the “Do Not Call” list, and 86 percent of viewers skip through TV ads.
In contrast, recent research tells us that social media and blogs get three times as much attention, in terms of minutes spent, as direct email – 24 percent vs. 8 percent.
To us at RedHorse Systems, all of this means that we need to stop begging for or demanding attention, trying to get people to turn to what we want to tell them. Instead, we need to figure out what’s important to them, where they are looking for information, and go there. In other words, be what your customers want instead of interrupting what they are already interested in.
Social media thrives in the RedHorse environment. Your business will, too.
Watch our How Social Media Is Driving the Future of CRM video to learn more.
I look forward to hearing from you soon.
Best wishes, Connie
Connie Galligan is Founder and Lead Developer of RedHorse CRM. During two decades of consulting and software development in the industry, she has created custom tools, modifications and stand-alone systems to answer the needs of the clients and dealers she knows so well.