In brief:
Even a great online marketing campaign can be perceived as intrusive. Do not communicate too frequently unless prompted to do so. Alter the messages to suit the different audiences. See your messages from the perspective of the receiver.
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Lately, we have all heard the call for Convergence of the marketing mix.
This means that our firms should not just use the benefits of these marketing channels alone:
- Social media
- Search Engine Optimization
- Mobile (phone) marketing
- Email marketing
That is great advice - all firms should use a mix of the four. This allows to target different clients and partners with the most appropriate medium. It also enables us to vary the type of communication channel, in order to avoid 'roadblocks' such as channel fatigue (receiving a weekly update from a hotel that you like, even when you are not planning a vacation will get you frustrated). Keeping a holistic approach to your marketing channel will also ensure the consistency of your brand image (even though channels targeting different customer segments should be relevant to the specific audience).
Warning to online marketers: Coming back to the hotel email example. How often do your clients want to hear from you? Why are they on your list in the first place? Because they requested to hear from you or because they filled in a form which also asked for their contact details?
Solutions:
Put yourself in their place
How often do YOU want to hear from your suppliers, favorite vacation spot, alumni association, car maker, computer maker.
Distinguish between the types of contacts, and treat them accordingly:
The active subscribers will read and re-transmit news about your, thus being great brand ambassadors! Reward them at least with exclusivity- telling them news first or keeping communication with them personal.
Passive subscribers will stay on your lists and probably be loyal, but will demonstrate frustration if "pestered too much". Ask them how often they want to be contacted, and in what context. If they do not reply, contact them infrequently, and only about important matters.
Accidental subscribers are those on your list because of a one-time transaction, previous (but not ongoing) interest in your firm, referred by a friend without being convinced, or even people who might have just wanted a free sample or demo and changed their mind. When asked if they want to continue their subscription, a lot of them will probably unsubscribe. Some will be inactive and act like the passive category.
Give them their say
When taking subscriptions, give them the choice to select how often they want to hear from you. And tell them what to expect when they do.
Re-sending
As much as you read about the benefits of re-sending, it is not encouraged. Yes, you will naturally be unseen by some busy professionals. But if they ignore your message purposefully, they will not want to receive it anew Monday morning.
