A number of years ago I was visiting a Sears Hardware store in Houston. As we walked through the single entrance door from the parking lot we encountered a big, handwritten sign that said something like:
“All D/9 on sale today. Take 10% off throughout the store.”
Now because you are a sophisticated strategy and marketing person, I’m sure you immediately knew that “D/9” is an abbreviation for “Division 9”, and that Division 9 is the internal Sears nomenclature for its tool department. My guess is that the actual folks with money to spend in our store were not only confused, they probably thought we were a bunch of idiots. Guilty.
This morning I woke up to my daily deal e-mail from Living Social. This one featured a “concealed handgun license course” offer. Now, I do live in Texas, so they get a few points for being “market sensitive.” They probably don’t sent this particular deal to the Godless, Constitution-destroying Socialists up north.
But if they knew anything about ME, they would know my interest in this deal is somewhere just south of zero. And while I’m on it, they can stop sending me deals for a Brazilian Blowout, kids’ clothing (my children are 17 and 14) and the Micro-dermabrasion treatment at a salon that is 20 miles away.
Just because email (or a handwritten sign) is cheap, doesn’t mean you shouldn’t care how personalized and relevant your communication is.
When you repeatedly show me that you don’t know me, I start to tune out. And eventually I don’t make that trip to your store, I don’t tell my friends and colleagues about how great you are and the “unsubscribe” button becomes my best friend.
You talking to me? You had better be.