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.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com