LESS IS MORE WITH DIGITAL MARKETING
Just because emails and web-based social-networking communications are relatively cheap compared with snail-mail and traditional marketing collateral, doesn’t mean you shouldn’t think about message content just as carefully.
And just because an individual – consumer or businessperson – agrees to join your email list, this does not give you carte blanche to hammer their inbox.
Very definitely think quality not quantity.
With direct email there is a ‘noise threshold’ you must keep below to prevent opt-outs. Some experts suggest limiting communications to a maximum of:
- one email every three weeks for B2B; and
- one email a week for B2C.
Similarly, with Twitter, there is absolutely no way the average person can keep up with the general level of traffic in any case, so those organisations which consider the best way of driving traffic to their website is simply to make multiple generic postings several times a day are sadly mistaken.
What will happen is that recipients will firstly ignore you, then they’ll ‘unfollow’ you, and eventually they’ll block you.
Source : CIM
PLEASE send this blog post out to all those damn companies that you speak to once about something very minor – and all of a sudden you start getting emails blasted at you every week.
I use social networking tools a lot and agree – QUALITY OVER QUANTITY is essential. If anyone in sales and marketing is thinking about keeping in touch with their client base with these tools, please take heed.
That said, used correctly, they can be great tools for both sales and the clients. I love receiving short informative HTML rich email newsletters, tweets and RSS feeds from companies that I like to follow.