Donâ€™t erode your brand via e-mail
In this age of marketing automation and e-mails triggered by events, we need to be wary of the danger of believing that frequency and immediacy of response is the goal. Â
Indeed, poorly thought out e-mails can destroy your carefully developed brand and associated attributes.
The important thing to remember is thatÂ insightful, timely, thoughtful information is welcomedÂ and begins relationships with prospectsâ€¦anything else is SPAM.
Case in point, I have been a Johnston & Murphy shoe fan for 30 years. Their shoes have always been made of the finest materials and hold up forever. Â
Now what does this e-mail from their Minneapolis store thanking me for my recent purchase do for my relationship with their brand whenÂ the last time I bought shoes from this location was 7 years ago?
The calls-to-action are good and, if it had been a simple â€œWe havenâ€™t heard from you in a whileâ€? message, at least it would have doneÂ no harmÂ instead of grinding on me and ending up as a prime example of insincerity.
1.Â Judge your content feverishlyÂ â€“ Does the e-mail REALLY contain information that will be valued by and useful to the addressee? Do they really care about new staff additions, your latest sales award or tired phrases like â€œour main focus is our relationshipsâ€??Â If it doesn't add value, donâ€™t add it.
2. Frequency does not always have a placeÂ â€“ Marketing Automation gives you an excellent vehicle to accelerate your insincerity by spewing multiple e-mails that have very little substance. Donâ€™t think that every monitored behavior warrants a response e-mail. If you do send an e-mail,Â insure that it has value and a call-to-actionÂ for them to further engage.
3.Â Match the information to the sales/engagement cycleÂ â€“ Not many folks offer up an engagement ring on a first date. Similarly, there are specific types of information that prospects want at certain stages of a complex sale or even before becoming engaged in a relationship with your organization.
Four Rules for E-mails
In any event, here are four rules by which to abide to not only avoid harming your brand via e-mail, but which can also work toward reinforcing your brand attributes:
4. Donâ€™t do dumb thingsÂ â€“ This marketing automation consultant (name/company blocked out) systematically killed his chances to support me and wasted his PPC advertising spend via his automated sequence of e-mails that never answered my specific, carefully thought out e-mails to him.Â
It culminated with the one to the right that said,Â
â€œHey â€“ Contact.FirstName â€“ â€œ.Â
Test, Test, Test before you send to insure that you donâ€™t make mistakes that will telegraph that you are an amateur.
- For a view of the full campaign that ruined his chances with TBG and to learn from the errors made,click here
- To experience and learn about marketing automation campaignsÂ click here
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