I very rarely do this, but I have to say this email communication really irritated me. So I thought I'd share it with you as a helpful example of what to do if you DON'T want to build relationships with your prospects.
Setup: I downloaded a whitepaper sponsored by Company A. Their sales rep called to follow up and asked if they could send me some more information. I said yes, ever curious to how company's communicate and hoping they'd help me learn more.
Here's what I received two minutes later in my Inbox (names changed for obvious reasons):
Thank you for your interest in Company A. Please feel free to explore www.CompanyA.com, www.CompanyB.com and www.CompanyC.com to review information about our comprehensive ACRONYM solutions.
Company B provides solutions to centralize and automate key processes that are critical to an enterprise; from customer service, through operations. This offers a company's leadership team with a true, 360 degree view of their customer and partner relationships.
Our recent acquisition of Company C allows us to provide an award winning suite of Intelligent Customer Experience applications. Company C will reduce costs, increase revenues and improve customer satisfaction.
These products offer robust capabilities that fill a need in mid-market to global 2000-sized service industry enterprises. We represent the best value for customers with high-touch, ongoing relationships characterized by specialized processes. If quality customer service is what sets you apart from your competitors, Company A should be your preferred solutions provider.
Please visit our websites and call me with any questions you have.
Can you tell me what in that message would interest me in looking further? I have no idea why I should spend any of my time looking at any of these companies. She called me because I responded to a white paper on a particular topic.
The subject line of the email is Company A, but the email only mentions that company at the beginning and at the end. The message promotes two other companies within the group, but the wording is so vague that they could be selling anything from business process re-engineering to ERP or consulting services. I have no idea if my company is the kind of company they sell to because they sell to almost everyone.
The message uses a bunch of meaningless buzzwords. Here are some of them:
- comprehensive - who's solution isn't?
- centralize and automate key processes - which ones? how? why?
- a true 360 degree view - uh huh, been said a lot, no one does this well that I've seen so why should I believe them? They certainly aren't using it to get to know me.
- intelligent customer experience applications - they obviously don't write email
- robust capabilities that fill a need - "a" need?? don't get me started...
- the best value - which might be what?
- please visit our website and call me - how lazy of them to expect me to do the work
Had this email come out of the blue, it would have still been wasted time, but I wouldn't be nearly as irritated as I am now to receive this communication after the rep spoke with me. The rep knew what I was interested in - I downloaded a white paper on a subject she now knows I'm researching for a client, because I just told her that. I could be an influencer with my client. I could be a valuable opportunity for that company.
Yet nothing, not one single solitary thing, besides my first name, was personalized for me. They could have extrapolated from my interest in their white paper and sent me something related that might have tagged onto that interest, drawn me in and gotten me to pay attention.
Bottom line: This company doesn't care about me. They don't want a relationship with me, they only want to get in my wallet. But, they have no compelling offer or call to action and there's nothing in this message to engage me with their company or their products.
They have not only wasted my time, but disappointed me. And, if I ever see another email in my Inbox from them, I'm more than likely to delete it without reading.
What a wasted opportunity.