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Sean Norris
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P+P: What are some big mistakes or things to avoid when using email for marketing or sales purposes?
TS: You can undermine your relationship in the click of a mouse by sending a generic, mass-market message to prospects who expect you to know them better. For example, don't send campaigns "introducing yourself" to longtime contacts, and don't offer demos to people who've seen them and are in later stages of consideration. Email can make highly customized, genuinely personal communication easy and efficient, but it can make it just as easy to look like you don't bother to know who you're talking to.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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