The benefits of sending flowers
Some time ago people were tired of seeing their mailboxes filled with lots of commercial letters and small packages. Today, the word spam is sadly very common in our lives. Sending an e-mail is faster, cheaper and in a lot of ways easier than sending a letter or package. But is it more efficient? Times are changing. Something is coming back. It’s mailing against e-mailing…
Surprise! You’ve got a new e-mail from Enterprise Corporation Inc! Sure you can’t wait to push the “read” button and find out what they have for you. But it would have to wait, because back at home you have just received a small blue package with your name and a single word on it: Future. The truth is that you know that both of them are commercial messages, but let’s face it: which one sounds more appealing? The box beats the e-mail.
The thing is that maybe both messages are from the same company (that Enterprise Corporation Inc), but the difference is the way they approach their clients. One message will be quickly forgotten (as quickly as it came in), while the other one has more opportunities to stay in their clients’ minds for a long time (and perhaps achieve its goal). And that’s thanks to the box, but specially thanks to the e-mail supersaturation. As we said, sending an e-mail is easy, fast and cheap. That’s why a lot of companies, particularly now in these difficult times, have chosen that way to communicate with their clients (and even not clients yet).
We are not saying that sending e-mails is a bad idea nor that you should spend 3 times your budget sending boxes to people. We are saying that sending e-mails seems cheap, but if you don’t get anything in return, it could be expensive. Use e-mails cleverly. Save that money. Don’t bother people with too much information. It is better to do one effective action than multiple useless ones.
Just keep sending flowers to your clients.