Spark Notes for Marketers
No. 39: Be a good communicator.
3 Quick Takes
1. Schuler Books: Books continue to inspire
2. @DMurr68’s Tweet Discussion: What marketing hill would you die on?
3. Seth Goden: Customer Service & Hospitality
My Top Tweet Last Week
A Number to Consider: 72%
I recently went on a rant about the colossal failure of Banana Republic to execute good email marketing.
On Sunday night a few weeks back, I received a marketing email which had a good subject line and I had a moment to check it out so I clicked it. I opened the email only to find all the recommended products were 100% irrelevant to my shopping and purchase history.
They missed their chance. I opened the email and then didn’t do anything else because they made; not even good recommendations, they completely missed it.
And the thing is, according to a Stackla report, 72% of people say they are more likely to purchase from a brand if it consistently provides them with a more personalized experience.
If you don’t believe the stat, believe this: It was a big sale from Banana, but I did not even go visit the site. Their email ruined the moment and the opportunity.
Tweet of The Week
One of the reporters I am following in Ukraine sent this Tweet out last week and I wanted to share it with you all. Fun, unique Ukrainian music. Thanks, Illia.
We make things too complicated. Not sure what I mean? Check out my latest TikTok.
Something to Consider
Isn’t it amazing how bad marketers can be at communicating?
Sometimes we use 1000 words when 100 would suffice.
Sometimes we use 100 words when 1000 are needed.
Other times we just assume our teams’ work loads or that our customers will understand something because we have always done it that way.
Whatever the case and situation, marketers have proven — for some reason — to not be the best communicators.
How to get better? Stop and think. Be patient. Take a break. And come back and focus. This is what we are good at.