When "smart" marketing actually becomes dumbAlternative title: how to lose a potential future customer in a few easy steps
You're selling a product. Or a service. I get it.
At one point during the acquisition cycle
, or whatever you may be calling it, I became a lead
Maybe you asked for my e-mail address when I downloaded something. Or when I signed up for your newsletter. Or a trial version of whatever you're selling.
And then, boom! Your over-intelligent marketing machine took over.Hey, how about you attending this conference for X dollars?
Dude, do your homework. I'm thousands of miles away. I mean, what are the odds? What's your conversion rate for people >5k miles away? Zero point zero how much? I get it, e-mails are 5 cents a thousand.Hey, but why not become a premium member for Y dollars?
That I can understand. Once. Twice. Three times. Ten times.
But when all of a sudden your overly salesy e-mails become prevalent, that's when I'm no longer interested.
I came for the tips, for the interesting articles, for your brain and for what you were willing to share for free. I know you're smart. I know some of the information you provide, when your e-mail bait isn't just an e-mail bait, is useful. And I'll keep remembering that.
And maybe, just maybe, one day, when I will find a use case for your product and your service and if your price is right, I'll buy. So, if you don't bug me by then, at this point, there's still a chance.
But you're killing it. Or your super intelligent, fully automated lead-to-sales conversion machine is killing it, with your approval.
If I didn't open 1, 10, 20 of your sales e-mails (and you should know that because you didn't even see your tracking pixel fire), and I'm still only consuming your industry-related content, please ask your genius automated marketing machine to calculate which odds are better: a) me blocking any information you may want to get through by unsubscribing or b) me finally buying from you when / if the time is right? #dumb #marketing