Sure, you want to be top of mind with your customers. You want to stay in touch via all the channels available to you, including social media, direct mailings such as catalogs, and of course email.
But overdoing it can seriously backfire, and while junk mail is more difficult to tame, unsubscribing from your email list, or adding you to a junk filter, is very easy to do. So is unliking your Facebook page, or unfollowing you on Twitter.
In fact, research shows that one of the main reasons customers unlike a company’s Facebook page is too-frequent postings.
So keep the conversation going, interact with your customers and make yourself accessible, but keep the quantity relatively low and the quality high.
“High quality” in this case means only sending emails and posting items that should be of interest to the customer. The individual above is likely complaining about the widespread habit of sending three separate emails for each order – a “Received your order” email, a “your order is on its way” email, and a “would love your feedback” email. I agree with her that three emails are too much. The last one can probably go.
Another common complaint is that after you’ve registered with a company, they send you frequent emails even though you do not respond. Companies should have tools in place to monitor customer reaction and send less frequent emails to customers who are not responding to the offers in their email blasts.
In terms of social media, keep your postings short, few and interesting. “Interesting” can be a really good offer such as a Facebook-only coupon code. It can also be a relevant news item, a hilarious Youtube video, or anything else that should be of interest to your target market. “Interesting” is rarely company news – while these might be interesting to you, these postings are rarely interesting to your customers, unless you find a way to make them interesting by adding a question or asking for their feedback.
When it comes to communicating with your customers, tread very carefully. “Too little” in this case is better than “too much,” because too much can cause you to lose them forever.