Last week while killing some time at the airport I stumbled into the book store and I picked up a book called Un-Marketing: Stop Marketing. Start Engaging by Scott Stratten. The premise of this book is just as the title sounds; ultimately we need to start engaging our customers!
A key piece of this book that really struck me is to get rid of the auto response emails and start engaging with our customers. Instead of saying, “Thank you for signing up for our newsletter. Your request has been processed.” – GET CREATIVE!
Scott uses this example in his book:
Thanks for signing up. I know how an inbox can get crowded and I appreciate you allowing my newsletter to get through the clutter. May I ask what line of business you are in? It helps me to tailor the newsletter to you even better.
In the real estate world when a potential customer signs up for your newsletter maybe we should start asking them:
- What are your real estate needs presently?
- What information can I provide you with?
In fact, by making this simple change in the auto response email Scott saw at least 40% of its subscribers responding. What a great conversation starter!
Whether your customers are signing up for your newsletter or following you on Twitter, how are you responding to them today?
Until next time…