Before you serve up these little morsels, you better learn who loves 'em and who hates 'em.
Every time some email marketer tries to cram an unwanted product promotion down my throat, I press the delete button and think, “Brussels Sprouts marketing!”
It stems from my childhood. I didn’t like Brussels sprouts (I still don’t). But my mother served them anyway. Time after time, she would dish ‘em onto my dinner plate and say, in effect, “Eat up! I love these. So you should, too. And, even if you don’t love them, you need them.”
Ugggh! I love you, Mom. But quit pitching the Brussels sprouts!
Back then, I had a problem. I couldn’t ignore the Brussels Sprouts (“No dessert unless you eat your vegetables”). I couldn’t delete them (I tried once to slip them into my napkin. That didn’t go well). And I definitely couldn’t opt-out from dinner with the family. On Brussels sprouts night I dreamed of running away, walking the rail lines with other sprouts-hating hobos, and eating Spaghetti-O’s straight from the can. (I loved those little meatballs!) Nice dream, but no dice.
Now a fully-grown adult, sitting in front of my computer, with full control over my inbox, I’m living the dream! When you try to cram your Brussels sprouts marketing down my throat, I’m in control.
Ignore the email? No problem. I have better things to do. Delete it? Press one key. Done! Opt-out for good? It couldn’t be easier.
If you try to cram those Brussel sprouts down my throat…I mean into my inbox…you’ll not only be wasting your time and money, you’ll be losing me as a prospect for life.
So, you’re the marketing manager for Vegetables-R-Us, and you have a warehouse full of Brussels sprouts. What’s a poor soul like you do?
Find the people who like Brussels sprouts and pitch those yummy treats to them. Those who don’t like Brussels sprouts? Spare them the agony, please.
Easier said then done? Not really. With interactive media — like email and online surveys — it’s easy for you to learn who likes what in your audience. If I’m on your mailing list, you can assume I have some affinity for your products and service (unless, of course, you added me to your list without my knowledge or approval which would be a big problem). Maybe I like asparagus (In fact, I do. I never dreaded asparagus night when I was a kid). Maybe I joined the list to get that salsa recipe you offered for free download. Maybe I saw Popeye pummel Bluto and thought, “I needs me spinach.”
Whatever the case, I’m on your list. You may not know why I’m there, but you can learn.
In next month’s Vegetables-R-Us newsletter, include a little bit of everything for everybody. You’re going to send the newsletter to your entire list so you better give everyone on the list something that’s interesting or useful. Link to an article that describes all of your lettuce varieties and best uses for each. Link to a case study that proves the benefits of asparagus. Include a recipe for mashed Brussels sprouts and link to a page with more Brussels sprouts recipes. Include an interactive survey. Ask respondents to check the box(es) if they like: beans, asparagus, spinach, broccoli, Brussels sprouts, etc.
Use email marketing software that can track who clicks which links. You won’t see me on the list of people who click the link for Brussels sprouts recipes. But you’ll see others. And some who don’t click the link will check the “Brussels sprouts” box in the survey. Who are those people? The people who like Brussels sprouts. The people who won’t run away when you try to cram Brussels sprouts promotions into their email box.
After identifying those people, send them a follow-up email, a 10%-off coupon for Brussels sprouts, or your online catalog of Brussels sprouts, or an invitation to your Brussels sprouts festival, or…You get the idea.
This approach — segment and target — is the most effective way to achieve BIG results with your email marketing. Send a-little-of-everything-to-everyone newsletters that have something of value for all readers and then track how they interact with that content to segment your list. Send targeted follow-ups to move people through the sales cycle.
Guest Blogger Tom Ruwitch is an email marketing pioneer who runs MarketVolt, a St. Louis based company that helps businesses use email and other interactive technologies to establish relationships and then maximize the lifetime value of those relationships. You can learn more about MarketVolt’s email marketing software and services at www.MarketVolt.com. You can get more free interactive marketing guidance on Tom’s blog at blog.marketvolt.com.
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{ 17 comments… read them below or add one }
Thanks for inviting me to be a guest blogger on your site, Russ. This is one of my must-read blogs. Anyone looking to improve their interactive marketing is in the right place!
@tomruwitch — Thanks to you Tom! This is one of the most critical concepts to understand in the interactive space and you made it fun with this post. By the way, I HATE Brussel Sprouts!
This is great advice for anyone who wants to do email marketing right or have you over as a dinner guest, Tom!
@Adam Kreitman — Funny stuff Adam! Thanks for stopping by!
Thanks, Adam. If you’re planning the menu, I go for asparagus…and lobster tail.
Haa haa I hate brussel sprouts too Tom. I can definitely relate to this talk, like you I can remember my mom trying to cram those da#@n things down my throat. Today it would be considered child abuse LOL.
People need to pull from this, the bitter negatives you and I both associate with them nasty a$$ things. Brussel sprouts, Brussel sprouts, Brussel sprouts. Mom used to say, but “we grew them in our garden, and their green, and good for you.” I remember how she bated me in by trying to pawn them off as mini cabbages. Mom, I like cabbage but in the words of Ronald Reagan “brussel sprouts you are no cabbage!” I just don’t think companies who email market want their customers to take away from their email campaign the same kind of message you and I took from our force fed brussel sprout relationships.
Doug
@STL Beds – Thanks Doug. Tom has built the Market Volt tool around this very concept of serving the right message to the right person. Super powerful. Give Brussel Sprouts to those that want them — and more importantly — don’t try to force feed them to those that don’t.
You’re exactly right, Doug. Thanks. Marketers should never presume to “tell” clients and prospects what they “need.”
only print -copy shops and die cut-letterpress users would be my prosp[ects. I dont need other contacts. How would I just market to thoose who may potentially be customers? Frank the finisher@att.net. 314-423-0212
Excellent article idea on the part of both Russ and Tom — the thought being that we do get mindless about that which we send and think there is reception to is one to maintain focus on. Unlike the dinner guest, be it your own kiddo or someone else, our e-communications receive reactions we don’t see…we just feel the impact from over time.
I’m wanting to learn everything I can about creating copy that will attract the audience I crave delivering to. I’m now really convinced I can learn a whole lot here about how to sharpen my skills. Thanks for keeping me on your e-list guys! I look forward to the next in the ongoing series.
@Dr Deb Carlin — Isnt’ that the truth Deb! We don’t see these reactions in real time. Your engagement with your market will erode over time when you make irrelevant offers.
Thanks for this analysis!
Tom and Russ – Actually, brussel sprouts aren’t bad the way that Ann Marie makes them, cut in half, brushed with olive oil then roasted in the oven. Goes great with steak or pork chops! But metaphorically speaking, I can see how brussel sprouts marketing can be distasteful, especially if crammed down your throat!
Kudos to Tom. Will Rodgers who once said, “Common sense ain’t so common” would be proud.
Please pass the potatoes…
@Mike Winslow — Thanks Mike! I will have some spuds too and pass on the Brussel Sprouts!
Thanks, Mike. I love that quote, and appreciate that you’ve put us in such good company
It’s a good point. But, as someone with perfectionist tendancies, I find that it means I send out a lot fewer e-mails than I should. I just don’t have the time to write a whole newsletter every time I want to publicize a few goings on at the store (that may not be geared to every age group or interest). This may be more of a time management issue, but I’m curious how this can be overcome. I’m finding I rely more on facebook because it’s easier to post there. Not sure it’s very effective, though.
Hi Jennifer, I completely understand the concern. Managing the content creation process can be tricky. I’d be happy to talk with you more about how to create a MANAGEABLE content strategy, especially around email, and how to expand the conversation beyond simply pitching what’s happening in your store. That’s essential if you’re going to drive action. It may seem counter-intuitive. But if you pitch less, you may sell more. I can explain if you want to contact me. You can reach me at tom@marketvolt.com Thanks.
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