Newton’s third law says that every action has an equal and opposite reaction. Direct marketing practitioners have been using this for years to generate sales. They send out catalogs, brochures, postcards, and emails. Customers send back money. I admit that it is a very loose translation, but you get the idea.
There is a darker side when you combine this law with marketing. While some recipients react by buying, other revolt. And, the harder you try, the more they resist. There is a very thin line between “I don’t want to receive email from this company so I will opt out” and “I’m tired of so many emails. I’m reporting it as spam.”
Consumers have a voice and it’s LOUD!
There are long-term ramifications to increasing your marketing to these customers and prospects. Consumers have always had a voice, but now they have a mega-phone to go with it. If you receive too many spam reports, all of your emails are blocked. When you mail that one catalog too many, nasty grams start appearing on the Internet. Yes, your recipients have a voice and know how to use it.
You don’t have to live in fear if you follow proven best practices. Your marketing campaigns will reach more people that react by buying and fewer ones who revolt. Some tactics to insure that you don’t push your customers and prospects across the line:
- Always require email subscribers to opt-in and provide an easy way for them to opt out when they want.
- Ask your customers and prospects how they want to communicate with you. Follow their preferences.
- Improve your mailing strategy by using customer behavior to determine when and what to mail.
- Engage your customers and prospects by mixing social media with traditional marketing.
- Keep your house clean by updating preferences and removing obsolete information.
- Pay attention to the details.
When your focus is on following your recipient’s wishes, the dark side of Newton’s third law diminishes. It makes everything better for your company. (And, may keep you from getting a headache from falling apples.)