Comments on: How are you communicating to customers? http://smallbizexperts.wordpress.com/2009/01/13/how-are-you-communicating-to-customers/ Knowledge Sharing & Advice Tue, 03 Nov 2009 20:59:55 +0000 http://wordpress.com/ hourly 1 By: smallbizexperts http://smallbizexperts.wordpress.com/2009/01/13/how-are-you-communicating-to-customers/#comment-47 smallbizexperts Wed, 21 Jan 2009 18:46:00 +0000 http://smallbizexperts.wordpress.com/?p=662#comment-47 Dorothy, Thanks for your comments. It sounds like you have a great handle on how to utilize your email distribution list in a responsible manner, and one that gets a positive reaction. Most importantly you're using it to announce something of value to individuals. People during economic times like this may feel that they need to bombard people with emails to drive interest and sales, but, just like you, it can lead to quick opt-out of distribution lists and loss of customers over a period of time. That's certainly something no one can ever afford to do, especially because it can lead to a negative perception of a company that can last, as well as be communicated through circles, driving even more people away from a business. It's like the power of two positive forces (or negative) pushing each other away. You may mean well, but you don't want to create resistance. I agree that when you initially have people sign up to receive information from about your business that it's key to start a behavioral pattern, however, perception can switch quite quickly when a prospective or current customer feels that they are being bombarded right off the bat. As a marketing professional, I believe that the number of emails and communications you engage in isn't as important as the message you're delivering. If you are able to communicate something powerful, create need and encourage people to take action in one communication that's what will drive awareness and sales immediately. If you are not seeing the return you desire than chances are that you need to refine your communication style - words, images and examples of positive results - to become more meaningful to your audience. It's also important to remember that, like anything, not everyone needs your business the second they receive communications from you, but if they like what they see, feel an emotional need and compelled to take action at some point, then they'll hang on to it and make a point to engage your business when they are ready. I look forward to hear how your teleconference goes in February and what kind of return you receive from your email campaign. Best, Jennifer Dorothy,
Thanks for your comments. It sounds like you have a great handle on how to utilize your email distribution list in a responsible manner, and one that gets a positive reaction. Most importantly you’re using it to announce something of value to individuals. People during economic times like this may feel that they need to bombard people with emails to drive interest and sales, but, just like you, it can lead to quick opt-out of distribution lists and loss of customers over a period of time. That’s certainly something no one can ever afford to do, especially because it can lead to a negative perception of a company that can last, as well as be communicated through circles, driving even more people away from a business. It’s like the power of two positive forces (or negative) pushing each other away. You may mean well, but you don’t want to create resistance.

I agree that when you initially have people sign up to receive information from about your business that it’s key to start a behavioral pattern, however, perception can switch quite quickly when a prospective or current customer feels that they are being bombarded right off the bat. As a marketing professional, I believe that the number of emails and communications you engage in isn’t as important as the message you’re delivering. If you are able to communicate something powerful, create need and encourage people to take action in one communication that’s what will drive awareness and sales immediately. If you are not seeing the return you desire than chances are that you need to refine your communication style – words, images and examples of positive results – to become more meaningful to your audience. It’s also important to remember that, like anything, not everyone needs your business the second they receive communications from you, but if they like what they see, feel an emotional need and compelled to take action at some point, then they’ll hang on to it and make a point to engage your business when they are ready.

I look forward to hear how your teleconference goes in February and what kind of return you receive from your email campaign.

Best,
Jennifer

]]> By: desuter http://smallbizexperts.wordpress.com/2009/01/13/how-are-you-communicating-to-customers/#comment-46 desuter Sat, 17 Jan 2009 21:29:13 +0000 http://smallbizexperts.wordpress.com/?p=662#comment-46 We have been using Constant Contact to send twice-monthly newsletters to our list. Each newsletter has one article. We are about to send a "campaign" of three marketing emails to invite our list to a teleconferencing course that begins early Feb. Then we'll likely go back to 2x/mo. I get way more frequent emails from many others whose lists I'm on. Say 2-3 times per week. I read what I can/want, and ignore the rest. Because I have found value in what they've sent in the past, I don't find it annoying unless it gets out of control -- one marketer was sending 2-4 PER DAY, under different names, so I eventually unsubscribed. That's just junking up my inbox! I did read one article recently (forget where?) that suggested MORE messages when someone first signs up. The writer said people lose interest over time, so you're most likely to get the sale when they first find your site. What do you think of that assertion? Dorothy We have been using Constant Contact to send twice-monthly newsletters to our list. Each newsletter has one article. We are about to send a “campaign” of three marketing emails to invite our list to a teleconferencing course that begins early Feb. Then we’ll likely go back to 2x/mo.

I get way more frequent emails from many others whose lists I’m on. Say 2-3 times per week. I read what I can/want, and ignore the rest. Because I have found value in what they’ve sent in the past, I don’t find it annoying unless it gets out of control — one marketer was sending 2-4 PER DAY, under different names, so I eventually unsubscribed. That’s just junking up my inbox!

I did read one article recently (forget where?) that suggested MORE messages when someone first signs up. The writer said people lose interest over time, so you’re most likely to get the sale when they first find your site. What do you think of that assertion? Dorothy

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