Whenever I have a random minute free, I’ve tried to practice what I’ve been preaching this month: I’ve been checking in with people that I consider part of my network of family, friends, professional associates and customers with no other reason than to say aloha.
Among other benefits reaped, it’s given me this very valuable dose of reality: the far majority of them are not into reading their email that often or too comprehensively – including the ones from me. I hear things like this; “really? Wow, there’s a lot happening with you lately isn’t there. Can we talk some more about (insert current interest)? I’d love to have you help me with it.” This comes from the very same people to whom I’ve sent my polite, don’t-want-to-spam-you-or-be-a-pest, perfectly timed, double-opted in permission-based emails on everything we just talked about.
Here’s another favorite of mine; they initiate the call: “Rosa, I’ve heard you’ve written a book! I must buy it! Why didn’t you tell me?” Yep, the book’s been in more than an email or two (frankly, I can’t stop talking about it), and it’s pretty hard to miss it both on my website and this blog (look to your right). Guess they’re not online too frequently either, and if they are, I’m not bookmarked.
Now let me tell you, I’ve got truly great customers, intelligent, professional ones. So what am I driving at? Your customers are busy living their lives, yet if you’ve created a good relationship with them they want to hear from you. As you prepare your emails and email campaigns:
a) Don’t let spam obsession kill your good intentions. Trust your instincts; you know your customers. If you feel like sending them another message or a reminder, do. Live up to their expectations. Follow up because they know they can count on you to do it, and you’re not afraid of interrupting them.
b) Be damned sure you aren’t relying too much on electronic communications. People want to hear your voice. They want personal attention. It’s the best way to get the feedback you need, even with the best subscription service or blog hits in the world.
Enough for now. I’ve got to make another phone call.