Stop Sending Those %*@!! Emails!
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.
You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at email@example.com.