Back in
the early 1990s, I evaluated a bunch of marketing automation
systems, which have morphed into merchandising, ecommerce systems.
One of the features that most of the early software included was
called Touch Control. Touch Control kept track of how often
you “touched” a customer through any of your channels:
phone, email, snail mail, etc. Common wisdom encouraged
companies to make sure they weren’t touching customers too
often for fear that they will feel pressured into
action—making a purchase, responding to a survey, etc.
Today, with the ease and low expense of email marketing,
etailers are touching us daily, with offers that are often
indistinguishable from each other. The sales and specials stop
having meaning when they come at you relentlessly.
In my article, Sending Clear and Appropriate Messages: Do’s and
Don’t for Communicating with Customers via Email, I look at some
common mistakes that companies are making, including:
• Over-communicating
• Under-communicating
• Sending misleading messages
• Sending messages that induce stress in customers
Remember that every one of your email messages represent your
brand and your company. Misusing the channel can turn customers
off and negate the value of this touchpoint.
