From reactive to proactive and inventive communications

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So, with the power of time on our side, we can use it to be reactive, proactive and inventive. Using external events which are ever changing such as weather, an airline for example email list providers in france can proactively notify you of any impact on your flight time, or perhaps your insurance company can remind you of what is covered in your policy if there is a risk of flooding in your area.

Reactive campaigns are also possible when you can converse with the customer in the here and now. If a customer leaves a positive review on your website, this could be a trigger for refer a friend campaign. Inversely, if a customer complains, a capture of that event and an inclusion of the person on a suppression file will help to control the emotive fire already burning.



In a world where organisations need to be seen to be reactive, proactive and understand the customer needs, we can no longer rely on data being fed into an organisation on a schedule and messages being communicated thereafter. The need to be informed by customer activity or by external events affecting the customer is paramount to the success of customer engagement.