When too much is too much…
We’re living online more than ever these days. I won’t bore you with statistics, but keeping your inbox and text threads under control is a bigger hassle today than it was 3 months ago.
We don’t need any more hassles, do we? Seriously, if a clown asked me to go into the woods with him right now, I’d just nod my head and follow.
Many companies who use email and texts to connect with us are not helping. They are hurting their brand.
Please, for the love of God, stop and think to yourself, “Is my system helping my customers or creating hassles for folks that are already dealing with enough frustration to launch a rocket?”
Here are some rules to rework your digital comms strategy to reduce frustration.
Less is more.
Switching from email to messaging channels to complete one transaction is a big hassle.
One thing at a time. Don’t send marketing emails until after a transaction is complete. No one wants a bunch of happy-ass marketing lingo when they’re trying to schedule an appointment, make a payment, or arranged delivery.
Don’t assume that I want to join your club, community, or group because I sent you an email or text requesting information.
Why would you automatically create an account on your platform if I used Facebook or Google to log in and send me emails about it? That’s just annoying.
Be consistent, no one wants 6 emails about the same issue from 6 different people.
Focus on personalization from both a content and a technology content perspective.
Follow-up with queries in a timely manner, solve the problem, and stop sending emails. Solving an issue is not an invitation to start marketing to folks, it’s just not.
If a customer requests you to take an account down, don’t send an email with instructions on how to remove the account from your platform. We don’t work for you, take the account down yourself if the customer has requested you to.
If I didn’t take the survey the first time, don’t send me another email asking me to take the survey.
Pick up the phone and call them.
Think about what you’re doing.
