Lessons for sending out email blasts

Patrick Lamb of the blog, “In Search of Perfect Customer Service” posts about his irritation at getting regular emails from a vendor that doesn’t understand how to utilize the medium. 

Big takeway: make it about the client not about your company.

This message applies to more than email blasts.  I have heard too many sales pitches that focus on the product “features” rather than benefits.  I’ve seen too many powerpoints to mention that start off with several slides explaining why “X company or law firm” is the leading deliverer of “X solutions or services” droning out about themselves, their headquarters, great company culture, while I’m sitting thinking, “And this is why they want me to spend X dollars on their product or service?”

Whether it’s an email, a sales pitch, a website or marketing collateral, engage the client with what’s in it for them.

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