Relationship Marketing Is…

A client asked me today when does old-style direct mail turn into relationship marketing? I said…

  • When it’s about the whole relationship—web, emarketing, mail and human channels—and all of these know the customer equally well.
  • When all of these channels are enabled to deliver offers and services that demonstrate that customer knowledge.
  • When the focus is on the customer’s lifetime value, with measurement to match, rather than making a single product sale in a silo.
  • When the lines between service, marketing and sales are seamless and invisible to the customer.