It surprises me how many vendors add me to their email lists without asking or even knowing if I have a need or interest in their product or service. Sure, it’s an easy form of marketing. You create a newsletter or some other promotional piece and blast it out to anyone and everyone. But, really, how effective is it? And a better question is, compared to the number of leads you receive, how many more people do you tick off because they never asked to be added to your list?
I’m fine with suppliers reaching out to me via email—especially if it is a personal message. But please ask my permission before adding me to an email campaign where I receive regular promotional messages.
Yes, I know I can unsubscribe and it takes two seconds, but it’s the principle. I never asked for your information. I don’t have a need for your product or service. And if I did, I would ask.
And keep in mind, by sending unsolicited emails, you run the risk of the recipient adding you to their blocked sender list, thus prohibiting all future messages from reaching them, including personal email.
So what should you do instead? Grow your customer base the old-fashioned way by building relationships. If you meet a planner at an industry function or connect with them on LinkedIn, send them a personal email or handwritten note. Give them a call every now and then or follow up with another personal email. Get the picture? Some things take time and this is one of them. Trust me, you aren’t going to get your next huge booking by sending spam.
How have you been successful in staying in touch with customers and potential customers?
Image by Flicker user Sybren A. Stüvel (CC BY-NC-ND 2.0)