How’s that for a different take on spam mail? And, for those of you who don’t know me, I do not work for a marketing agency so I have nothing to gain from making this statement.
So many people complain about the “spam” they get from vendors. If you aren’t getting regular emails from vendors with offers to download their latest thought leadership white paper or attend a webinar, then your are probably doing the same things this year that you did last year. And, although you may be working harder at it, you’re probably not making much progress.
How many email lists you are on is a reflection of how much searching you do for a better way. What are the stumbling blocks in your organization? Lead nurturing? Getting to the decision maker? Low direct mail response rate? Poor targeting? Lack of Competitive intelligence? Poor website traffic and retention? Lack of qualified leads in general?
Take those terms, or ones like them, and Google to see who has something to say about tackling these issues. Attend the webinars. Read the white papers. Do not be afraid to talk to vendors who have something to say and a service or product to offer. You never know when you’ll find what you are looking for. If you aren’t finding it, don’t be afraid to say so.
Yes, your inbox will grow in size, but you have a delete button for a reason. If the subject-line doesn’t compel you, don’t read the email.
If vendors flood your inbox with irrelevant or less-than-useful info, you can always ask to be taken off their mailing list. I would suggest that you should have regular turn-over in your vendor solicitations as you want to keep the ideas coming in as fresh as possible. There will, of course, be a few standbys that have good ideas year over year.
By the way, if any of you put me on your mailing lists after this blog post, please make your emails pithy and show some thought leadership. I do opt-out regularly.
All the best!
Melissa
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