Is it just me or does it seem like we’re getting deluged with emails and electronic newsletters that we KNOW we didn’t subscribe to or request?
Some are from companies who state “you recently requested information…” However, I usually remember what companies I contact for information and agree to subscribe to their mailings. I get too much junk email already so I’m very cautious what I sign up for. I suppose these companies think that using this approach circumvents anti-spam laws but it certainly doesn’t endear me to their brand or product.
However, there is another disturbing trend that I’m noticing more frequently.
I’ll meet someone at a conference or networking event and we’ll exchange business cards. Then, they start sending me their stuff. Sometimes it’s relevant, more often than not, it isn’t.
Just because I gave you my business card or we had a business conversation does not mean I want your mailings! Give it a rest already, buddy!
Gulp, now it’s confession time.
Having gone on this rant, I almost hate to admit to being guilty of this when I first started my business almost a decade ago. But, sadly, I was.
I grabbed every business card I could and added them to my mailing list thinking that it was better to ask for forgiveness afterwards than request permission beforehand. As you can imagine, not everyone was happy to receive my weekly email broadcasts. And not surprisingly, I received a few abrasive and caustic responses telling me in no uncertain terms that I had better remove that person from my list. Needless to say, it didn’t take me long to bring a halt to this practise.
The same concept holds true for sales people.
Just because someone requested information about one of your products two and half years ago doesn’t mean they want monthly updates or press releases or brochures dumped into their in-box.
I know that email is cheap and easy to use but there’s no point sending information to people who don’t want it or aren’t interested in it. That self-serving behaviour only serves to piss people off and encourage them to hit the unsubscribe button.
Oh, and that brings up another point (I was afraid this would happen when I started writing this post!)
Don’t make it difficult for me to unsubscribe from your mailings by sending multiple emails to confirm the change or by telling me that it will take up to 30 days to update your records. That kind of response will only rile me up and further confirm that I have made the right decision.
Okay, I feel better now…
If you think your newsletter or email broadcasts will be of value to me, give me a quick overview and ask permission to add me to your list. If you position it effectively, I will likely say yes and it’s more likely I will actually read it.