How Companies Drive Away Eager Customers

Why Mail From Udemy Ends In my Spam Folder

First off, what is Udemy? It’s an online platform where you can get courses on numerous different topics. Courses on average cost between 50€ and 200€, but they have specials where prices go down to around 10€.

So, why am I writing this?

Because when I saw the prices on Black Friday (9.99€ per course), I got myself a couple of courses, mostly on Marketing and Copywriting.

Udemy started spamming emails, hard. For the week-long duration of their Black Friday special, they sent me daily emails for every single course I bought. Every day I received 10 to 15 emails, telling me that many similar courses were also for 9.99€.

There was no obvious way to unsubscribe.

And they actually succeeded in doing the exact opposite of what they wanted to do. My desire to buy further courses plummeted and I started sending every email I got from them directly to the spam folder. They turned an eager customer into someone who was annoyed by them.

And Udemy isn’t the only company that is doing this mistake. In a speech by Gary Vaynerchuk, he mentioned his personal vendetta against Samsung. Ever since he got repeatedly annoyed a by an unskippable Samsung Ad, he not only stopped buying Samsung products but he also tells everyone about the Ad. His family won’t buy a single Samsung product until he’s dead. He literally tweeted to his 1.2 Million followers: “Fuck you Samsung!”… Is this what they had hoped for?

The outcome is negative marketing. Achieving a lower ROI on your advertising is hardly possible. This is what you get for being needy…

What‘s Wrong?

So, where did Samsung and Udemy go wrong?

They tried to drown their customer in ads.

They achieved complete oversaturation of the customer, turning them away.

Now, showing the same person the same ads multiple times isn’t necessarily a bad thing. How often did you start to get really interested in a movie after you saw the trailer for the third time?

The problem is, that it’s a bell curve. Customer response increases at 3–4 times of seeing the ad, afterward it goes down again. If you have to see the same trailer for 10 or 20 times, will you still want to see the movie?

Shoving products down the customer’s throat doesn’t work. So, what does? How can we put your company in front of the right person multiple times without him or her starting to reject the idea of buying?

Deliver Value

Give your audience a reason to read what you put out — Photo by Clark Tibbs

It seems so easy, but it gets ignored often: Your prospect will be more willing to listen to what you have to say if you give him/her information that it wants to hear.

The rule of thumb is 80% value, 20% offers.

Here’s how this could be implemented at Udemy: When I purchase a course, send me an email with a few tips on the topic of the course or similar courses. Then afterward, tell me where I can find more valuable tips (the recommended course). I’d be much more eager to read what they have to say.

And this is not only true for your marketing emails. It’s true for almost your entire online presence. Content Marketing can increase your brand’s visibility, build you an audience and drive your sales — while making the audience like you, instead of getting annoyed at you…

Consider it.

But Content Marketing isn’t easy, while 90% of businesses do it, only one-third feels they are successful. If you want your Content Marketing to be a full success, check out my guide on the topic.

If you‘d like help with your marketing, let’s get in touch.

Don’t let your hard work end in the trash — Photo by Gary Chan

Original article published here

Categories: Content Marketing
Tags: Content CreationContent Curationcontent marketing
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