Sure enough, they soon accumulated thousands of Likes and Followers and they were happy… until they realised those Likes, Smiles, Hearts or Congratulations, were not converting to sales.
They spent more money on social media to try and get more Likes than their competitors. Their competitors also spent more money on social media to outperform everyone else. In the end, the social media platforms became the place to compare Likes on posts – great for awareness, but what about actual sales?
When business was getting a bit tough and budgets were being cut, they returned to their email database and realised the software they were still subscribing to, wasn’t supporting their business needs.
What they thought was a database was actually just lots of email lists full of duplicate contacts, inaccurate information, and most of all, they didn’t know anything about any of their potential customers.
They had been sending a singular email message to everyone in the database, regardless if they were interested in that topic or not. This was why people began to unsubscribe, not respond or make contact anymore.
They knew they needed to re-engage their database. And fast.