How many “Letters from our CEO” have you had to bin recently? If the algorithms-that-be have spotted you are a fan of the outdoors, how many “I’m doing an Everest challenge indoors” posts have been blocking your feeds? Let me guess: an exponentially growing amount each day.
If you don’t want to be like that, just stick to your marketing basics. See things from your audience’s/client’s point of view. And if you don’t know what that is, ask them. Don’t do something just because everyone else does.
People with unusable plane tickets want to hear from you, and who better than the CEO to show that it’s serious. People who bought a ticket from you 5 years ago and gave you their email don’t want to hear from you. People who regularly buy food from your supermarket do want to hear from you. People who tried out your service 5 years ago don’t. Likewise, just because I researched your law firm a while back because you are a competitor of one of my clients, do you really think I want another Covid letter from your managing partner? You get the drift. (And if you can’t segment your audiences like this, then have a good look at how you manage your client/contact data and use any extra time you are about to have in your organisation to sort this too.)
Similarly, full marks to the online supermarket I am loyal to, but can’t currently use, for putting in the effort to survey attitudes a few weeks back. That act of listening stands out in the cacophony of shouting.
