My husband and I have decided that this spring we’re going to accomplish a home improvement project every weekend. This resolution has resulted in a brand spanking new garden in our backyard… and me learning about the dangers of over-watering.
Over-watering is like over-communicating. It’s a risk when you’re working with plants, and it’s a risk when you’re sending emails to your customers or members. After all, we all know what it’s like when the same company or business sends us five emails a day. Not only do we tend to not open all of those emails, but we may even unsubscribe from the list.
So, how can you make sure you aren’t drowning your contacts while keeping them well-watered enough to blossom into customers? As always, it helps to have a plan!
Decide what’s in the mix
Make a list of everything you plan to do in the future to stay in touch with your contacts. You’ll want to include any initiatives that involve Email Marketing, Social Campaigns, or Events. Make a note if you use an Autoresponder too, or if you send out direct mailings or make outgoing phone calls.
Figure out your frequency
Now that you have that list, start noting how often you’re sending communications to your customers. Do you do a direct mailing twice a year? Are your newsletters monthly or weekly? Jot those numbers down and get an overview of everything you’ve got going out, and how often.
Bring out a calendar
Whether you use an online calendar or one that hangs by your desk, find one that has a lot of room to make notes. Why? Because this is the fun part. This is where you are going to take some time and start putting all of that information in step one and two on paper. Be as creative as you like! By writing all of these things out, you can visually see how your plan plays out.
Review the Calendar for Conflicts
Once you have everything down (or while you are getting it down) you’ll want to take a look at what conflicts might be rearing their heads. If your weekly newsletter is falling in the same week as your fundraiser and your quarterly survey, you may need to come up with a strategy to make sure that none of your messages get lost.
Or perhaps just the opposite is true. Maybe there are a few weeks where your customers aren’t hearing from you at all. What a great time to get a social campaign or new deal out!
By seeing what’s ahead, you’ll be able to avoid over or under-communicating with your customers and make sure that all of those communications don’t go to waste.
How do you make sure you’re not over-emailing your subscribers? Tell us below!