Death By Email?

You’d be surprised how long it’s taken me to write this blog. My colleagues here at BFM are quite glad to finally get this one out in the ether. In light of this I’d thought its worth just a quick mention about, how marketing is a subtle art. Yes it does involve some loud and proud moments but it’s also about the subtle persuasion. The prediction, that sometime in the future your clients will need you. It may not be right now, this month, or even this quarter. It’s about knowing that in the future there will come a point when your clients will need your services or products. That’s where your more subtle marketing activities come to the fore, positioned at the right time in the right place, to trigger your clients to contact you . . . Now that’s worth bearing in mind.

In today’s fast paced digital world, it’s so easy to hide behind marketing emails, with plenty of businesses doing it. We’ve all been at the receiving end getting email after email from the same company, with several different marketing messages, each as confusing as the last.

As a marketer and a consumer I can see both sides to this coin. From a consumer, to say the least it’s annoying. You really do regret buying Dad that pair of novelty socks for Christmas. However from a marketer’s point of view it’s a company’s attempt to keep you engaged as a customer, isn’t it?

However it’s us marketers that need to think differently. We need to consider instead what these emails are doing to our customers and for our brands. There is nothing worse than marketing activity designed to encourage people to engage with a brand and it have the opposite effect. I can’t stress enough that every business is different, the frequency, the message to market and content of your emailers are all dependent on who you are and what you do as a business. But what you send and how frequently is a fine balance.

Emails span both the subtle and more overt parts of marketing. But sometimes the later needs to be toned down to allow your marketing emails to support your wider strategy. They should be used when you have something to say, that’s interesting, with a clear brand message. Try not to say too many things at once and keep the message clear and concise; you don’t have to include them all in one email.

Most importantly though, use marketing emails as part of a wider mix of activity to help build client relationships. People buy from people at the end of the day, so your activity does sometimes need to be more personal. Here’s a few other things you might think of doing to build better relationships and engagement with your customers

  • Personalised emails
  • Regular phone calls
  • Networking lunches
  • Customer events such as team building or hospitality days
  • Social media posts and comments
  • Skype calls
  • Personalised gifts at Christmas or even birthdays if you’ve got a good memory.

It is as I’ve said a subtle art, marketing. Without marketing emails in our arsenal, creating easy to reach digestible content, it would become so much harder. If done well they do so much good for a brand, creating that drip-drip effect ensuring your brand appears just at the right time your client needs you, and educating them about all the things you could do for them. However, let’s stop hiding behind them, use some of those more old fashioned client engagement tools, and stop creating a death by email for our customers.

To find out more about how email marketing and marketing strategies can help support your business then speak to a member of the team.