Help Yourself: Don't wear out your e-marketing welcome
My morning office ritual has evolved over the last few months—not because I wanted it to, or even because I decided to do something different.
You see, I used to spend the first 15 minutes of my workday getting organized by prioritizing and sorting my emails. I would action what I could immediately, and file or flag other messages that required future follow-up. It’s a pretty typical thing to do over the first cup of coffee, I would have thought.
However, now I find myself having to wade through literally dozens of e-blasts and e-newsletters each and every single day, before I can even get close to focusing on the things that matter. I’m not talking about spam or junk mail (we all have filters to quarantine these). This is the correspondence from people I have met or companies who have secured my contact details legitimately.
Worse still is the repetitive and yet necessary routine of hitting “unsubscribe” or “opt out” and then having to confirm my email address and justify my reasons for leaving. “Opt out? Why should I have to opt-anything? I never opted-in in the first place?”
If I don’t clear out this “electronic pollution” first-up, I find it’s like trying to have a conversation in a noisy restaurant; it is so distracting and frustrating that it prevents me from remaining on-task and focused. (I admit, I am too easily distracted.)
This barrage of unsolicited email has spiraled totally and utterly out of control. In fact, I would go so far as to say it has hit epidemic proportions.
And yet, as marketers and business owners, we seem to turn a blind eye to the fact that we are as guilty as anyone else.
As soon as we get someone’s business card, we feel compelled to scan it and add it into our CRM software. Then the next time we send out an e-blast, they are automatically added to the mailing list whether they like it or not. We justify our actions by thinking, “That’s OK, they know me. They will want to hear what I have to say.” Or, “They can unsubscribe if they want to.” Wrong! These actions are more likely to drive a client away than draw them in.