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In all the talk of social media and its influence on email marketing, it occurred to me that email marketers consistently commit an antisocial sin. Worse still, it is a sin often taught as a “best practice” in order to decrease the hassle of managing a large number of responses to marketing email messages.
I am writing of the dreaded “no-reply@” email address. Consider this near perfect email from Dropbox. The subject line “Come back to Dropbox!” makes it clear why I received the message. True, I signed up for Dropbox about two months ago and I have not used the service much since registering. The creative is clever and grabbed my attention. The message is to the point and the call to action is simple: “check out our tour.” The tour includes a well-produced video about how to leverage the service. Perfect, right?
Well, almost, except for the email’s “from” address: “firstname.lastname@example.org.” Consider the missed opportunities of this approach: It communicates a lack of customer service
Some have referred to what we are observing in social media as a revolution. For marketers, the revolution lies not in the tools, not in the speed, not even in the ability of consumers to communicate with each other. For marketers, the revolution is that the focus of marketing is changing from selling to serving. Good marketing is increasingly less about creating compelling messages and more about providing excellent customer service. There is an abundance of slick marketing messages. What makes companies stand out from the clutter is an authentic commitment to incredible customer service.
Originally From “Email’s Antisocial Sin”| Published November 11, 2009
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