We’ve talked before about the challenges of buying data, and what to do if you decide to take the plunge.
But it still astonishes us how so many business behave…
They just add you to their database, presumably along with the hundreds or even thousands of other names they bought, and then treat you exactly the same as everyone else.
What’s wrong with that?
Well, just about everything!
For a start – when you add someone to your list they don’t know you or your company. Surely, at the very least, they deserve an introductory message – a “welcome to our world” kind of idea?
If you think about it, this is no different to meeting someone for the first time, shaking hands, telling each other your name. You are then likely to cover off some general pleasantries. You wouldn’t dive in to an in depth conversation without covering off a few basics.
So, why then, is it acceptable to market to people that way?
Instead, explain why they’ve been added to the list, how you have helped people or businesses like theirs, give one or two quotes from happy customers.
Remember to focus on them not you – they’re not interested in you, they want to know what is in it for them. Then tell them how you’d love it if you could continue sharing information you think would be helpful to them, but of course they can unsubscribe at any time.
Not quite in those words, but you get the picture…
And do you know what?
At this point in the message, we’d even go so far as to put in a big coloured unsubscribe box.
We know – it flies in the face of everything you’re taught, and as marketers we are always encouraged to focus on the positives. But we believe new people will appreciate your honesty. They may even stick around for a while, because you’ve been upfront – and that’s good because it means you’re on the first steps of the trust road.
And while we’re on the subject of trust – don’t make the mistake of starting your message with some kind of banal and trite statement like “I hope you are well”. Let’s be clear – you don’t really care if we’re well or not, and, let’s be frank, we’re unlikely to tell you anyway!
Instead, start with a really strong statement that is going to make your newest contact name sit up and think, or at the very least look out for your name or company again.
So, don’t just add random names to your newsletter database and then send them sales messages shouting “Buy our stuff!” Think about the customer experience and the journey they take to become a customer. Then set up a nice set of messages to gently introduce them to your business – it will give them an all together different experience, and who knows they just may become a customer!
If you’d like help with getting your marketing sorted,
give us a call on 01256 83 11 10.
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