I don’t often write slating other peoples marketing efforts, but at the moment I seem to be inundated with automated email campaigns. Don’t get me wrong, I think well thought out marketing automation campaigns can be great. However there seems to be a whole raft of companies that think by sending numerous emails asking for a response they will get one. Maybe they think they can wear down the recipient to the point of surrender and they will get in touch. This is what I mean by the scourge of marketing automation.
Below is a great example of a dreadful campaign in my eyes.
The first message:
Hi,
Hope you are doing great,
I am Anna, I want to tell you that we are offering our digital marketing services at a very competitive price and promise to deliver what we commit, I would like to invite you to work with us.
I am sure that you will get good experience with us.
Our Digital Marketing services:-
- SEO (Search Engine Optimization)
- SMO (Social Media Optimization)
- Web Designing and Development
- Mobile Apps Development
- Software Design and Development
Please let me know if you are interested in working with us or you have any query regarding us/our services?
Regards,
Anna
So it’s not personalised, Anna has no idea who I am or what we do and the whole message is about what she wants to tell me and nothing to do with what I might be interested in or how to engage with me. But this is just the usual spam email that lots of companies continue to send out and get deleted.
But worse still these people are now sending out multiple emails to try and get a response.
Message 2:
Hi,
I am waiting for your valuable response, if you are interested in working with us it will more pleasure to me to share our packages and client testimonial with you.
Regards,
Anna
There is no reason to get in touch. There is nothing additional added in the 2nd email that will make me change my mind as to why I deleted it the first time.
And it isn’t just email where this is happening, I have a well known website monitoring and lead generation software company sending me multiple messages similar to the above but using LinkedIn messages, which in my mind makes it even worse.
Email marketing and automated campaigns are great ways of engaging with your target market. However, probably more than any other B2B marketing method you can alienate your target market and ensure they never deal with you.
If you are going to utilise marketing automation you need to plan it incredibly well so you don’t annoy your target market. There needs to be a reason for every message you send, especially the follow ups. This reason has to be what the recipient will get out of responding not just what the salesman wants to achieve.
