Don't Sell to Customers, Understand and Engage Them

Name: Don't Sell to Customers, Understand and Engage Them
Uploaded: 2018-08-05T21:00:03+00:00
Duration: 1 min 2 s
Channel: Jason M. Lemkin
Description: Jason M. Lemkin argues that spam email marketing is dead. Instead of blasting irrelevant messages, send one highly relevant email after your system…

5 Aug 2018 · 1 min

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1:02

Jason M. Lemkin argues that spam email marketing is dead. Instead of blasting irrelevant messages, send one highly relevant email after your system learns what a customer actually wants. The shift is from pushing sales pitches to pulling people in with something they genuinely need.

Chapters

We don't want to be sold to. When's the last time you got up in the morning, you're like, I got to check Gmail, I got to check Gmail so I can delete 47 emails that I don't want? It's so irrelevant these days. And so spam is just kind of like this passé, blah, blah, we just kind of gloss over it. But it's astounding how many companies still don't get it. They're just like, you know what, I'm just going to keep emailing you until you buy something. I'm gonna sell to you, I'm gonna market to you, but we wanna be engaged with, we want to feel like the companies that we do business with, they understand who we are, they value us, they understand my personal preferences. Our vision is to build a system, which is what we're delivering, that understands who you are, what you value, why you do the things that you do, and instead of sending you 200,000 emails this year, is send you one. But that one is so valuable, you want that email. You know, it's a pull model. I want to be engaged.