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Don’t Send Too Many Emails to Your Utility’s Customers

Not too long ago, I visited a big box retailer, bought a picture frame and had them frame a portrait photo.

The service was fine, the workmanship was quite good and the price, thanks to a sale, was excellent. No complaints.

But I won’t use the company again.

Why? Because once the company had my email address, it sent me annoying emails every day – sometimes multiple emails in one day. I clicked the “unsubscribe” link and was given the option of receiving fewer emails, which I accepted. I was then told all emails would end, which wasn’t what I wanted, either.

It ended up not mattering because the deluge of emails continues.

Granted, utilities aren’t retail operations that are always looking for new ways to goose sales, but there’s a lesson to be learned here: Less can be more.

In other words, don’t put out the same message over and over again. I’m not sure who in retail thinks that’s an effective strategy, but it seems increasingly common.

Yes, there are evergreen messages you need to relay at various points of the year, “breaking news” kinds of messages that pop up time and again and other assorted messages that must get out.

That’s fine; just don’t bludgeon your customers over the head with it. An email or two is fine, if you communicate through that medium. Including that information on your website is fine because customers can choose whether to view the material.

As for social media, you have some leeway, since those who view your messages choose to do so, but you’ll likely lose subscribers if you’re merely repeating the same messages ad nauseum.

Communications is becoming an increasingly difficult field because there are growing numbers of ways to reach customers, not to mention mushrooming amounts of content. Striking a balance is a real challenge, but remember that restraint can sometimes work in your favor.

Andy Gotlieb's picture

Thank Andy for the Post!

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