Every day, I get someplace in between 150-200 emails–“valid e-mails,” not the hundreds that flow straight into my junk mail folder. About 50 % of them are prospecting or other marketing communications e-mails.
Equated, that indicates individuals and companies are attempting to reach out and “touch” me about 75-100 times every day (Yuck, perhaps I need a larger bottle of Purell on my desk).
It’s frustrating! When I take the time to skim the titles and read them, the bulk (95 %) are meaningless.
Many of those emails that get to my Inbox are from brand-new reporters. Ideally, all future emails go into my junk mail folder and I never see them once more.
I know, by downloading a white paper, I set off a lot of prospecting calls and some follow up e-mails. I also understand that by downloading something, I’m immediately “chose” into every list the company has. I set rules to delete based on the subject/content, or the guidelines direct them into a folder to check out when I am entirely bored and have absolutely nothing do and no much better method to use my time.
I likewise make certain that my processing guidelines never ever mark something as “read.” I wish to decrease the triggers that might trigger the deluge to increase. If I can’t prevent the first contact or more, I wish to safeguard myself from the 3rd, 4th, Fifth, 10th, 25th, 100th email message.
I do all of this purely out of survival. If I didn’t set processing rules like these, I would be overwhelmed. The volume of e-mails that enter my inbox would sky rocket, my capability to see the crucial e-mails would be challenged and I would lose huge amounts of time filtering through my inbox, just to find the important things.
Ironically, many of these emails are from Hermosa Beach Sales and Marketing Automation suppliers. The one’s that are offering devices to enhance our abilities to reach the ideal customers at the correct time with significant, impactful, pertinent messages.
As I look at these, I question, “Do they use their own tools themselves?”.
For example, I get almost day-to-day communications from a significant marketing automation vendor. You know the kind– they assess the content being consumed, take a look at new appropriate content, score your engagement, support you and build your interest. I downloaded one white paper from them a number of years back. I never visit their web site. Yet, I get every new item statement, every announcement of a white paper, every webinar—- everything!! The majority of it is never related to the original white paper I downloaded, so I question, “Exactly what are they seeing that tells them I’m interested?” In fact, I don’t think they are doing anything other than deluging their newsletter. This causes me to wonder, why use their product?
I don’t wish to tease them. No one else is better.
I know these Hermosa Beach business want to keep my awareness up. They’re scared if I require a device, I may forget them and not contact them. That stands. We have actually studied and discovered an essential factor companies don’t get repeat sales is the consumer “forgot” they had purchased from them in the past. I get the problem. Do I require to be advised about you and your products every day? A number of times a week? Weekly?
Probabilities are, if I’m not interested in examining sales automation devices today, I’m not likely to be interested tomorrow, the day after tomorrow, and even next week. So why do these Hermosa business feel the desire to reach out so regularly?
I question significance. All these messages are addressed to me as a prospective customer. We’re a little customer. There are only 15 people (plus some in an extended network). While we are power users of a lot of devices, we will never be a huge client. Furthermore, the income you may receive from us, pales in contrast to the earnings we might affect. Last year alone, I understand we affected over $50M in CRM sales, not to mention other tools. But few of the interactions are addressed to me as an influencer. They don’t tell me how I can assist my customer, they are focused on getting me to be a customer. I suppose, if I made the effort, I might figure it out myself— I’m definitely not as dumb as I look– but it’s not my task to figure that out. But it would be far more intriguing and relevant if the communications had to do with how I might help my customers.
The volume and frequency makes me wonder about the companies themselves. Why do they have to send, so frequently, to numerous? Are they not generating enough leads? Is the effectiveness of their marketing and material programs bad? For the leads they are generating, are they not getting the sales they should be getting? Is there something incorrect with them or their items? Why are they so desperate to be wishing to touch me so often?
In the end, most of the interaction I’m subjected too doesn’t even fall on deaf ears– it’s never seen. Intensifying the volume and frequency doesn’t work. It drives me away, it produces a negative reaction rather than building your trustworthiness and my interest.
The most impactful messages aren’t the most regular ones. When I respond, I do not get deluged with added stuff, but I get a reaction that’s pertinent and creates value.
I’m not alone. In fact, I probably pay more focus on these e-mails than the majority of my clients. They just don’t care.
Every day, I get somewhere between 150-200 e-mails–“legitimate e-mails,” not the hundreds that flow directly into my scrap mail folder. About 50 % of them are client/colleague communications, emails about something I have a direct interest in, or are straight work associated messages. About 50 % of them are prospecting or other marketing interactions e-mails.
Most of those emails that get to my Inbox are from brand-new reporters. The volume of e-mails that get into my inbox would sky rocket, my capability to see the essential e-mails would be challenged and I would lose big quantities of time filtering through my inbox, simply to find the crucial things.
Jesse Grillo is a Marketing Consultant living in Hermosa Beach, California