As marketers, we think we know what our customers want from us–and it obviously must be more attention.
Why else would businesses send us email updates on a daily basis? Or mail us sales material for products or promotions we’ve never purchased before and are highly unlikely to buy in the future?
Some companies remind us it’s time to renew, refill, or reorder. That can be helpful–but not when it occurs so often it begins to feel like stalking.
My least favorite example is the doctor who reminds me of my upcoming appointment by emailing me, texting me, and leaving me voicemail. Thanks for the reminder, but that’s 3x too much.
How do you know what works for your customers? It’s quite simple. Just ask them. Let them specify how they want to be contacted and the frequency. Then pay attention, and actually do what they’ve asked.
Why is this so important? Because the next step after telling you to love me less often is to tell you not to love me at all–because I’ve gone to someone less intrusive.
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linda@popky.com
(650) 281-4854
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