Lazy Emails Turn Off Your Prospects

It just never ceases to amaze me the gobbledygook, company-focused blather that companies send out. One of the reasons it's getting harder to garner attention with your email communications is because so many marketers are just downright lazy.

Even worse is when those emails are received in response to an action taken by your prospect.

Boy, what a turn off.

Here are a few indicators of lazy emails:

• You're talking about your company...only.
• You're asking them to answer intrusive questions when you haven't earned the right.
• You're putting yourself on their calendar without permission. (I'll call you in two days to follow-up.)
• You're raving about how great your products are...again, and again.
• You're using worn out jargon.

By being lazy, you're telling your prospects they're not worth enough of your time to get your undivided attention. Although you're expecting them to give you theirs.

By being lazy, you're expecting your prospects to do all your legwork and research for you. Good luck with that one.

By being lazy, you're probably also being self-serving - a great indicator to your prospects of what it can be like to work with you. Oh, yes, every interaction you have with them speaks to your credibility and is an example of what they'll come to expect. Why blow it so early in the game?

By being lazy, you're telling your prospects there's absolutely nothing special about you and no reason they should trust you.

So, don't be lazy. Take on the challenge to be energetic, passionate about helping your prospects consider how best to solve their high-priority issues and, for heaven's sake, be imaginative about how you do it. At the very least, show you've put some effort into creating a message and an offer that's about them. Give them something they can't find on their own—something useful and relevant.

And, consider this kicker: Because so many emails are downright lazy, by not being lazy your email has a much higher probability of breaking through all that clutter—just by being unique!

Comments

[Mark Nagurski]

Great points. I think there's an element of 'tick box' marketing in a lot of the laziness you describe.

Tick, we've done the email thing.

Tick, we've done the social media thing.

Tick, we've done the content thing.

I suppose that's why so many businesses can take part in a particular marketing activity - like email - and only a small percentage generate a great result.

They're the ones that look past the tool and put time, effort and thought into their communications - delivering something of real value to the customers and prospective customers.

[Ardath Albee]

Hi Mark,

Great comment! And a good point. I think it has to do with marketing's responsibilities expanding and a learning curve for how to shift their thinking to a more customer-centric focus. But also that there's just so much to do that using the "tick box" process is a survival technique.

Only problem is that they won't survive for long without actually getting great results. So it becomes a circular problem until they actually "see" what they're missing. And that's harder when people are working really fast and hard.

Ardath

[Mark Nagurski]

Hi Ardath,

It's often the case that newly established businesses see better and faster results in much of the new media space.

I think that supports your point - change is harder to accomplish than building your business around and for, the new opportunities that now exist.

The majority of our clients are small, owner managed businesses. They see that they need to do something - but that something just isn't hardwired into the DNA of the business.

Where do you think the answer lies for businesses like that?

[Ardath Albee]

Hi Mark,

Good question. Couple of things come to mind. Change for the sake of changing doesn't work. It has to be focused on creating customer success which delivers success to the business in return.

[You haven't told me what kind of businesses, so I'll assume B2B, since that's what I'm passionate about.]

Small, owner-managed businesses are often built around the owners' expertise. And, they tend to have more personal relationships with their customers by the nature of their size.

This means they have a prime opportunity to put their finger on the pulse of their customers' needs, issues and opportunities. So, I'd think about how they can leverage thought leadership opportunities - like a blog tied with a newsletter subscription and informational downloads to generate leads for their ideal customer types.

Additionally, due to their relationships, they can also benefit from a well-designed referral and networking program. Word of mouth rocks!

The problems they face are limited time and resources, so beyond what I recommend above, small businesses need to focus on strategies that use the talents they enjoy. And it also means that thinking iteratively is important. One thing at a time, but implemented with goals for both short and longer term achievable outcomes.

The other thing I see with small businesses is that their perspective is more narrow and it's often helpful to use an outside consultant to help them become more objective about their market opportunities and really focus on the best options for them.

A strategy I've seen deliver outstanding results is shoring up new media participation with the substance of in-depth website content that shows companies walk their talk.

Any of that help?

[Sue the DJ]

I'm not a B2B business, I rely on new external customers for business. Actually I'm in the wedding business and need to bring fresh ideas to new brides. With the countless competition out there with more financial resources it becomes more and more difficult to be the one with the "new" idea.

[Christina Campoy]

Thanks for the great post. Now that you've shown us what NOT to do, do you have some recommendations for what TO do?

[Ardath Albee]

Hi Christina,

Thanks for your comment. In answer to your question, try these posts:

Is Your Email Purposeful?
http://marketinginteractions.typepad.com/marketing_interactions/2008/07/is-your-email-p.html

First Sentence Syndrome Deadly to Email
http://marketinginteractions.typepad.com/marketing_interactions/2008/08/first-sentence.html

Email Marketing Tips...brief, bold and germane
http://marketinginteractions.typepad.com/marketing_interactions/2008/09/brief-bold-and.html

Remember to hook them fast. Your message needs to be about your recipients, not your company or your focus. When you email someone, why should they care? If your message answers that question, you've got a good shot at getting attention and a response.