It’s the end of the week after the “black-friday-small-business-saturday-cyber-monday-giving-tuesday holiday” and like me, I bet you’ve had more than enough emails arrive in your inbox.
With all these “holidays” it’s a wonder we have anything left for the actual holidays, amirite?
If you’re reading this, thank you for opening it. I received over 600 marketing emails during the “black-friday-small-business-saturday-cyber-monday-giving-tuesday” period and it got me thinking about how some brands seem to ignore what customers want.
What we know for sure is that customers don’t want in their email inbox:
- 7 emails in one day declaring how bad you’re going to screw up if you don’t buy our product right now.
- Black Friday emails that begin on the Monday before (would that be Black Monday? Not to be confused with Blue Monday).
- Emails that profess to have the best deal but halfway through reading it, your customer figures out that it’s not the best deal and you only sent it because it’s “black-friday-small-business-saturday-cyber-monday-giving-tuesday.”
If your deals and/or your content are meaningless to your intended customer, it’s time to rethink strategy.
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I am a native Southern Californian and because traffic is always on all of our minds here, I can tell when we go from bad traffic to bad holiday traffic. The frenzy quotient ramps up to 11 both on the roads and off. That time is now.
With all the frenzy, it’s a difficult time to manage all your marketing channels, which is why there’s a strong case for planning and having a written marketing strategy. Just like profit forecasting, you can forecast what you’d like your marketing to look like and design how it will meet your goals.
But remember, it’s the customer who’s the recipient of your marketing emails that should be your focus. Sending 7 emails a day seems desperate and it becomes a job for your customers to delete them (along with all the others).
What would happen if your email was so valuable that even if you did send 7 emails in one day, your customers opened every one?
Content builds relationships. Relationships build trust. Trust drives revenue.
The only thing that matters is what the customer wants. Let that fact guide your content design first, then plan around the value you’re offering.
Validation will emerge when you look at your data and see they opened your email and took action.
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