Is Killer Copywriting Killing Your Customer?

Having people opt-in for newsletters or updates is a great way to build a database of your target market. It's permission marketing at it's finest. But there's a limit to how often you send out an e-mail - isn't there?

I recently purchased an e-book from an authority on business blogs. Having purchased the book, my e-mail address was put into their database. I don't oppose to this technique - I applaud it. I also accepted their invitation to receive periodic updates and special offers...but now they are hitting me over the head with 2-3 e-mails per day...and they all say pretty much the same thing. Buy more - buy today. I've even received offers to buy the book I just bought. This is killer copywriting - they're killing their customer.

Look, I know there's an "itch cycle" in every type of purchase - but don't give me a rash. Send out periodic offers, give me new information. But sending me multiple items each day is going to motivate me to delete the mail until I have time to unsubscribe.

It's too bad. The information in the e-book was quite valuable and well written. I'm sure the copy in the email is good too - though I've stopped reading it.

What's the solution to this copywriting problem? Deploy some sort of editorial calendar. Know which piece of marketing material goes to which list. Determine what the "itch cycle" is for your audience. Stick to the calendar unless something new and exciting comes along that you've just got to share.

As a consumer, I'm more inclined to read what you send and maybe even make an additional purchase. But please... consider my time valuable. Less is more. Drowning me in two-bit emails? Give me a break.

Comments

[Christian Connett]

I wanted to add that I have just recently began systematically removing myself from eNews lists. Some are or irrelevant to the reason that I signed up, or the product that I purchased or had interest in.

I get bombarded daily with either the same message with ambiguous content, or non-related info in the form of other companies products!

I truly understand that you have to sell a little ad space to compensate for your free newsletter, but just keep it to a minimum... eh!