Lately there’s this one annoying kind of email I seem to be getting more and more:
Businesses I haven’t heard from in years … mailing me to tell me how the coronavirus affects their services.
And … I really don’t care!
Now I’m not saying a pandemic ain’t a serious thing (especially since I have young kids and a kinda frail grandfather).
But, I hardly need to hear about what that old music platform I used to use in 2013 is doing about the coronavirus.
(Especially when these updates are so BORING … an old domain host I once used literally used the subject line “COVID-19: We are ready.” WOW GOOD TO KNOW GUYS)
I can only imagine the discussion going on at these businesses:
Head of Marketing: “Boss, I have a great idea. I think right now, our customers must be worrying about how the virus impacts our day-to-day operations. We should do an email assuring them we’re okay and telling them their services won’t be affected.”
CEO: “Great idea! Let’s send it to absolutely everyone. Make sure you don’t forget the ones who gave us their email address 7 years ago and haven’t had anything to do with us since!”
Me, after reading their email: “… Aaaaaaand who are you again exactly?”
The lesson here?
Don’t let your list go cold.
If they’re still prospects for what you offer, keep in touch with them … and if they’re not, why waste your time or theirs by sending them updates?
Admittedly, this was a mistake even your humble narrator was horribly foolish enough to commit until recently (but has now rectified).
Anyway, having an engaged list who know you and love hearing from you is the single most powerful formula for a successful business.
Don’t let the first thing they hear from you in years be a boring update on how a virus is affecting your business.
That is all …
Now, normally I’d sign off by promoting something.
But, I’m feeling kinda tired today (stayed up last night reading the newest issue of a manga I love #attackontitan #noregrets).
So instead I’ll just extend today’s lesson by pointing to that shiny unsubscribe link down there … and asking you to consider clicking if you don’t want to hear from ME.
I mean, I’m pretty obnoxious with these daily emails.
Nowhere near as bad as someone who just mails you once every 7 years.
And if you agree, I direct you to that beautiful-looking link.
It’s juuuuust a bit further down.
So beautiful. So easy to click.
Go on, you know you want to …
For everyone else, I’ll be in touch soon. Have a good weekend.