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Founder, Print Buyers International (PBI)

Margie's Buyer Insights

By Margie Dana

About Margie

Margie Dana, a former print buyer, is the founder of Print Buyers International (PBI) and its member-based organization, Boston Print Buyers. These professional organizations cater to print customers worldwide through education, an annual buyers conference, Print Buyer Boot Camps, and networking opportunities.

Margie's perhaps best known for her weekly enewsletter, Margie's Print Tips, which she's published weekly since 1999 in an effort to build bridges in the industry. For years, Margie has been a popular speaker at industry events here and abroad. Her clients include print company executives who rely on her to help steer their marketing campaigns and make their online efforts more customer friendly.

 

Stop Sending Those %*&#@!! Emails!

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Here's a sure-fire way to turn off prospects: Send them unwanted emails that blatantly and shamelessly sell your products.

You know the ones I mean: they come from Printer XYZ and tout things like "Brochures 50% Off!" or "Flyer Special through Friday Only!"

They masquerade as email newsletters, but are nothing of the kind. They are loud, obnoxious sales pitches with no character, no personality and no value, especially to corporate and agency print buyers.

Every time I get one, I scroll down posthaste to the "Unsubscribe" button and rid my inbox of such junk forever (hopefully; God help you if you don't unsubscribe me).

Don't commercial printers have enough of a group identity crisis without some of you stooping to this kind of junk mail tactic? This stuff is a black mark against all commercial printers.

It also cracks me up when the email says, "To Our Valued Customer" — and I am NOT a customer.

Email marketing should be strategic, professional, sincere, informational, interesting and by-permission-only. If your email campaigns to prospective or current print customers are not all of these, they are spam.

Industry Centers:

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COMMENTS

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Most Recent Comments:
Andrew Field - Posted on December 12, 2009
Margie, You are absolutely correct. Yelling at people with frequent and obnoxious emails is just spam. And using Twitter to troll for people who mention "print" and then throwing a discount at them cheapens all of us who provide print and other services to our customers. Plus, that kind of spammy stuff is just plain BORING. By contrast, at PFL we get a handful of "thank you" notes each month when we send out our newsletter. We try to fill it with useful information for our SMB customers. Recent examples: http://tinyurl.com/yamnbhe On Twitter, we mostly showcase fun (or funny) things our customers do: http://twitter.com/pflcom
John Kypriotakis - Posted on December 11, 2009
To our valued (no name) customer... Classic! Nice post - whether a printer or not, sending such email correspondence just lowers the perception the recipient has of you and your organization. Take time to personalize and make relevant... what a concept!
Brian Regan - Posted on December 10, 2009
Nice post Dana. You can also apply the logic to all the Twitter accounts printers have now. So many of them are simply posting discounts and hey, come buy 500 of this for a 20% discount. Has got to be a better way.
Patrick Whelan - Posted on December 09, 2009
You NAILED it Margie. It can't be stressed enough. If it isn't meaningful, it isn't effective. Even worse, your wasting your customers' or prospects' time. Meaningful communications not only build your brand but they also foster sales relationships. We've been providing these programs to printers for years! Regards, pat@greatreachinc.com
Click here to view archived comments...
Archived Comments:
Andrew Field - Posted on December 12, 2009
Margie, You are absolutely correct. Yelling at people with frequent and obnoxious emails is just spam. And using Twitter to troll for people who mention "print" and then throwing a discount at them cheapens all of us who provide print and other services to our customers. Plus, that kind of spammy stuff is just plain BORING. By contrast, at PFL we get a handful of "thank you" notes each month when we send out our newsletter. We try to fill it with useful information for our SMB customers. Recent examples: http://tinyurl.com/yamnbhe On Twitter, we mostly showcase fun (or funny) things our customers do: http://twitter.com/pflcom
John Kypriotakis - Posted on December 11, 2009
To our valued (no name) customer... Classic! Nice post - whether a printer or not, sending such email correspondence just lowers the perception the recipient has of you and your organization. Take time to personalize and make relevant... what a concept!
Brian Regan - Posted on December 10, 2009
Nice post Dana. You can also apply the logic to all the Twitter accounts printers have now. So many of them are simply posting discounts and hey, come buy 500 of this for a 20% discount. Has got to be a better way.
Patrick Whelan - Posted on December 09, 2009
You NAILED it Margie. It can't be stressed enough. If it isn't meaningful, it isn't effective. Even worse, your wasting your customers' or prospects' time. Meaningful communications not only build your brand but they also foster sales relationships. We've been providing these programs to printers for years! Regards, pat@greatreachinc.com