There are many, many marketers out there who will tell you the secret to untold success and fortune is a huge email subscription list, and to be fair there is some merit in that theory.
It does seem however that a few too many now adopt the ‘get email address at all costs and hang the consequences’ approach, and I have to tell you that such tactics cause me to want to digitally hunt them down and put them under cyber arrest for gross violation of my trust.
Let me paint the picture.
Last week I decided to reassess a few webinar platform options for a series of forthcoming social media training seminars. What I discovered was that my previous supplier is now quite expensive, and that a few pretenders to the crown have seemingly caught them up in terms of favourable reviews, feedback and dependability.
So I pinged them an online enquiry asking them to get in touch so that we might discuss the matter further.
The next day I received an email from a customer service representative asking what time she should call me, to which I duly replied with a specific time slot.
But have no fear … they have kept in touch! With a series of unwanted email newsletters telling me how to transform myself into a webinar superstar of epic proportions.
I didn’t want their emails. I wanted them to call me back. You know the thing where people pick up a phone and you both have an actual conversation?
This is exasperating on so many levels, because it tells me that organisations still have no concept of personal service or of the need to take ownership of an enquiry and handle it in such a way that the customer feels they’re one step closer to making the right choice.
Now I simply think this webinar outfit were more interested in my email address than my business.
And that’s more than a little bit crazy.
Yet again I return to Kevin Spacey’s words of wisdom … “give the people what they want, when they want it, in the form they want it in …”