I have recently been the target of a lot of marketing. My guess is that this is probably due to the number of networking events I attend and my open nature. As a result I have seen some really poor choices and wanted to highlight them here to save any marketer out there from losing more customers.
1. If you only leave one form of contact, you lost me- I recently got something where the ONLY way I could contact the person providing the service was by phone. No email, no website to visit, no mailing address. I'm sorry but if you appraoch me that way, I'm most likely not going to answer.
2. If I didn't give you permission, don't talk to me like I did- It's one thing to get a request to be on someone's email list and it is another thing entirely to just be randomly added to it. The cute little "If you don't want to be on my list, just let me know!" says to me that you didn't care enough to ask me to be on it and now I have to take extra time to take it off.
3. Once a day is tough enough, more than that, I better have opted in- If a blast tells me when signing up that I will receive 3 emails a day and it's providing value, I'm happy to have it in my inbox. If there is no warning and I keep getting hit, chances are I will unsubscribe and tell my friends.
4. Didn't I unsubscribe?- This one is probably the worst. There are some companies out there, that no matter how much you unsubscribe, they still seem to find their way back. I'm likely to just delete and unsubscribe again and complain if the email "magically" returns
5. No one told me I had to do this- If you are offering something "free of charge, no strings attached" then it is considered a gift. Gifts are given freely with no additional rules and regulations once someone decides to receive it. If you are not giving a gift and this item I am being given is in exchange for my permission, say so. There's nothing worse than getting to the party, then finding out it's a two drink minimum to be there.
The best marketing focuses on the consumer and treats the consumer with respect and dignity. The internet has made us much more savvy. We can see the tricks now and the less open you are with us the less we will buy.
Take heed marketers, a change is in the wind.
Excelsior!
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