Thoughtful communication

It is often said that if all you have is a hammer, everything looks like a nail. With everyone mostly confined to digital platforms during the pandemic, every email list starts to resemble a giant nail that must be conquered.

The temptation to join the chorus of marketers singing loudly to customers is understandable. In reality, all it does is create noise and annoyance. And when noise goes up, consumers raise their noise filters. If the noise continues, they’ll eventually kick you out of their inbox.

 Here are the 3 biggest mistakes to avoid:

• Overcommunication: Overcommunication runs the risk of appearing desperate. Your customers are now experiencing email fatigue, so avoid adding to the noise. Only communicate when absolutely necessary (More on the communication litmus test later).
  

• Virtue Signaling: I see so many brands sending messages about how great they are, with hopes of scoring brownie points. Avoid falling into the virtue signaling trap. Keep the focus on your customers and what they need, and they’ll do the bragging for you.
  

• Tunnel Vision: Tunnel vision is a form of bias that can impede accuracy. Just because you have a great idea doesn’t mean it’s likely to resonate with customers. Remove your brand-tinted lens and look at your campaigns through the eyes of your customers.

What your customers need more than anything is thoughtful, relevant and contextual messaging.