I’ve talked to marketing clients who personally hate social media, because they consider it an invasion of privacy or a waste of time, so they don’t want social media accounts for their businesses.
People have told me that because they personally don’t want any more email, they don’t want to offer a business e-newsletter.
It’s great to have empathy for your customer and it can be helpful if you‘re serving a clientele like yourself, but make no mistake — your marketing is designed to appeal to your current and potential customers, not to you.
Look out the window, not in the mirror
I absolutely get the instinct not to flood your customers with email — we’re all drowning a bit and you don’t want to irritate people who spend money with you.
But data show that e-newsletters are effective in driving sales. Assuming you‘re only emailing people who’ve opted in to your list and they can unsubscribe any time, you are only dropping your love notes into the inboxes of people who want to hear from you.
If email is effective and people have asked to hear from you, why aren’t you sending emails? Because you don’t want to hear from you?
If customers want to learn about you or talk with you on social media, do you really want to hide from them?
Watch what’s effective in boosting your sales. Ask your customers what they want and need. Keep checking your assumptions about your own preferences against what works for your customers. Read more