The amount of information that companies know about the behavior of their customers has been growing, thanks to the “digital footprints” people leave all over the place when interacting with companies and brands via web surfing, e-mail and e-commerce.
Still, up until now, there’s been a polite dance wherein the companies don’t acknowledge the degree of that knowledge. Call it a sort of digital politeness.
But that seems to be changing, as the stakes have grown higher for engaging with customers via online, social and e-mail communications rather than traditional advertising.
Take Pitney Bowes in the B-to-B world, for example. In recent months, its marketing staff has sent out e-mail communiqués to their opt-in customers containing messages like, “We notice it’s been a while since you opened an email from us.”
That creepy little missive is as impertinent as it is likely false. Considering the wide swath of people who use the Microsoft Outlook e-mail platform – and many of those use preview panes and have set their default preferences to block images – in reality Pitney Bowes doesn’t actually know if its customers have been reading its e-mail messages or not.
It’s also unclear whether Pitney Bowes really wants its opt-in recipients to go away rather than just browbeating people into engaging with their e-mails more.
This has manifested itself in e-mail messages sent asking if customers are still interested in receiving e-mails so they can “continue receiving the latest from PB.” But despite this implicit threat to be dropped from Pitney Bowes’ e-mail database, ignoring those e-mails doesn’t seem to result in that actually happening.
Rather, it’s just a continuation of more borderline-creepy e-mails with messages chiding the recipient for potentially missing out on “valuable information about supplies, offers, discounts, new products and thought leadership pieces.”
Thought leadership pieces? The leaders of Pitney Bowes may think quite highly about their company and its “vaunted” position in industry … but self-describing itself as being the fount of industry-leading knowledge is a surefire way to get laughed out of town.
Just like the obnoxious teacher’s pet in school or the crashing bore at a cocktail party, no one enjoys interacting with a know-it-all who just can’t wait to corner you and tell you all about his or her latest feats of accomplishment.
In a world where most businesses are spending more effort than ever trying to collect e-mail addresses for ongoing engagement with customers and prospects, here’s a little reminder to them: Try disseminating content that is actually of value to people … which is what will get them to engage with you.
More often than not, that content won’t be about their products and services.
One thought on “B-to-B e-mail marketing: From sleepy to creepy?”
Pitney Bowes is committed to listening to our customers across multiple channels, both physical and digital, to ensure we are meeting their needs. We are very sorry this correspondence fell short of our intention. As is standard for all email marketing, an unsubscribe link is included below the body of the content for those who wish to opt out. We are dedicated to constantly improving our own customer communications.