“Well, no, you’re not marketing too much,” I replied, “you’re marketing wrong. And the reason you’re marketing wrong is because you’re sending everything to everyone, and it has very little relevance to those receiving it.”
And then the room went silent.
Here’s the thing: If I told you to send an email to your members every day, you’d probably think I was crazy. But if I were to send you an email every day that had something of value to you, and you absolutely loved the value, you’d be happy to receive that email every day.
The same is true for your members and customers. If you send them information that they perceive as relevant and valuable to them, you can’t possibly be marketing too much.
The key is relevance and value, as the recipient perceives it. This means you have to use your data to help you determine what is most likely to be relevant and valuable to whoever you’re marketing to.
Here are just a few ways you should do that:
So why don’t more associations do this? One reason is that this kind of marketing requires much better management of the data, and much more thinking and effort on the part of the marketers. In other words, it’s a lot easier to just send everything to everyone than it is to match segments with messages.
So yes, this will likely be more difficult to do than the marketing you have been doing. But if done right, chances are good you can market to the right segment of your members and customers as frequently as you are now (or maybe even more) if you’re providing the right value and relevance.
Your data can help you do that.
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