I Bought It Already! Stop!
Marketers: what's wrong with you?
I've noticed a trend. I pay for a home coffee subscription service. It sounds expensive, but it boils down to about $2.50 a cup, which is less than you pay at Starbucks or wherever. But here's the thing: they send me email marketing messages ALL the time. Save on this or that or this other thing, but which are essentially just more subscriptions or gift subscriptions or blah blah blah.
I'm already a customer, you birches!
I bought a relaxation app called Endel. I liked the science behind it, and the visualizations are kind of cool. It's a monthly subscription as well, but I pay a year at a time, like lots of places offer.
They send me mail every day or two trying to sell me, wait for it, more subscriptions.
I'm already a customer, YOU birches!
You're Already In My Wallet
The best customer is a retained customer. But you know what hurts retention? Emailing me all kinds of selly sell junk garbage AFTER I already bought your stupid product.
This is lazy marketing, or bad marketing, or both. I can't tell. Because if you get me to unsubscribe, that means you're not likely going to be able to introduce new products or opportunities to me.
And here's the other even worse thing: if you annoy me, you tempt me to UN subscribe. Think about that. Most subscription services these days are hard to cancel. But you'll make me do it because you're so annoying.
Is that what a marketing team things is a great plan?
Get better. For your company's sake. But also, for me!
Content SEO | Technical SEO | SEO Strategy
2 年This happened to me recently Chris Brogan. I kept receiving emails, pushing me to buy something I already bought ?? . I just emailed the support team and they took me out of the email workflows -maybe there was a glitch in the system ;D? Yes, that's definitely one thing we marketers want to avoid, we do not want to annoy anyone! The best marketing is relevant, at the right time, not manipulative (like graying out a button they do not want you to click ??), and providing value - not spam!
Fractional COO/CMO, Board Member, Ski Instructor, Micro-Influencer, Climate & Human Rights Advocate, Philanthropist, Photographer, Writer, Musician, Producer, Publisher, Offgrid Dweller, Taoist
2 年FYI: You can say bitches here
Marketing Consultant, Publishing, Research Communications, Associations, Education, EdTech
2 年Hubspot has a 'mute' feature so that marketing doesn't drown put sales people's personalized comms around specific opportunities. Balancing act. Important to have conversations....
knk Publishing links all of the software publishers need on one platform, eliminating data silos and streamlining operations.
2 年On an intuitive level, you would seem to be right. Does the data support it? I subscribe to both the Washington Post and the NYT. I receive, every day, an offer to subscribe, from both of them. They've been doing this for a while, and they haven't stopped. I wonder if it's simply a matter of more is more, and that works. I wish it wasn't so, but I'm afraid it is. Please let me know when you cancel your coffee subscription.
Data Storyteller Specializing in Quantitative Psychology | Uncovering the stories tucked into the data margins that even the best AIs can't spot. | Data/Statistics + Psychology + B2B + Creative.
2 年Yes! Also love "birches" and might have to use that lol.