I attended a class at a local green house recently. Walking in, I noticed something placed on every chair. Before sitting down, I picked it up from mine. Two colorful pieces were stapled together. One described upcoming free classes, and the other promoted classes with a fee and special sales.
The class presentation was excellent, involving four instructors, each addressing a different aspect of fall gardening. After class, I found the owner of the business. “You were smart to put those pieces about upcoming classes and promotions on the chairs,” I complimented. “Nice job!”
“Thanks,” she replied.
“You could have taken one more step,” I added.
Assuming she knew what I meant, she responded, “I could have asked for names, addresses, and e-mails by offering a drawing, but I don’t believe in that. I’ve never felt comfortable with it.”
She was right. I have not found those who enter drawings that are offered to get names, addresses, and e-mails to be good prospects. Collecting their information in order to get back to them and cultivate them as customers is often a waste of time. Likely, they are only interested in winning a prize. This possibility is heightened if the prize is not related to your business.
This is a case of varying objectives. People entering the contest are doing so to win the prize. The businessperson is offering the contest to gather names. He has no way to qualify those entering the contest and discover their interest in his business’s product or service. While some may be interested, most are just after the prize. Thus, a huge gap exists between the objectives of those entering the contest and the businessperson.
That’s why many who enter contests unsubscribe from e-mail lists, often accompanied by complaints.
The way to collect information about those who are truly interested in your business’s product or service is to do so after connecting with them. Find out if they are a potential customer for your product or service. You can do this by talking with them, possibly having them purchase, and giving them a reason to gather their information. Tell them why you want it and what information you will send them in your e-mails. Always ask their permission in a straight forward manner, preferably by voice. Don’t put why you want their information, how you will use it, and what you will send them in small print on a drawing slip.
Begin your relationship with the truth. Establish a two-way communication. You will have fewer unsubscribes, and your e-mail campaigns will have more success.
This week's marketing trivia challenge is What experience have you had with name and e-mail collection? E-mail me your answer.
The class presentation was excellent, involving four instructors, each addressing a different aspect of fall gardening. After class, I found the owner of the business. “You were smart to put those pieces about upcoming classes and promotions on the chairs,” I complimented. “Nice job!”
“Thanks,” she replied.
“You could have taken one more step,” I added.
Assuming she knew what I meant, she responded, “I could have asked for names, addresses, and e-mails by offering a drawing, but I don’t believe in that. I’ve never felt comfortable with it.”
She was right. I have not found those who enter drawings that are offered to get names, addresses, and e-mails to be good prospects. Collecting their information in order to get back to them and cultivate them as customers is often a waste of time. Likely, they are only interested in winning a prize. This possibility is heightened if the prize is not related to your business.
This is a case of varying objectives. People entering the contest are doing so to win the prize. The businessperson is offering the contest to gather names. He has no way to qualify those entering the contest and discover their interest in his business’s product or service. While some may be interested, most are just after the prize. Thus, a huge gap exists between the objectives of those entering the contest and the businessperson.
That’s why many who enter contests unsubscribe from e-mail lists, often accompanied by complaints.
The way to collect information about those who are truly interested in your business’s product or service is to do so after connecting with them. Find out if they are a potential customer for your product or service. You can do this by talking with them, possibly having them purchase, and giving them a reason to gather their information. Tell them why you want it and what information you will send them in your e-mails. Always ask their permission in a straight forward manner, preferably by voice. Don’t put why you want their information, how you will use it, and what you will send them in small print on a drawing slip.
Begin your relationship with the truth. Establish a two-way communication. You will have fewer unsubscribes, and your e-mail campaigns will have more success.
This week's marketing trivia challenge is What experience have you had with name and e-mail collection? E-mail me your answer.
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