You Don't Know Me...(do ya?)

Customer web lead: "Hello. I saw this product on your website and would like to know if I could get it in blue."

Company reply: "Thanks for your inquiry. We have the best widgets in the world. Call me if I can help you. Bill Smith. 555-555-1234"

Did you ever get an e-mail response like this from an inquiry you submitted? Or worse, has your company ever sent a reply like that? This is a direct result of trying to use an automated system to try to earn a sale. Here's a revelation- THIS DOES NOT WORK!

Automation can be a great tool if applied properly. But call it what it is- an auto-generated reply. If you are shrewd and can (properly) utilize templates to your communication process, make sure that you personalize them. Personalizing the content in e-mails will result in a much higher chance of getting read. Be cautious in using personalization (like a name) in your subjec, as this has been a popular spam technique. Different audiences respond differently to the use of personal salutations, so it always makes sense to test your messages first to see how they are being received.

Automated (and dynamic) responses are also subject to the quality of the data that is being served up. How many times have you received an e-mail or direct mail piece that had improper capitalization of your name? Did you read it? Probably not...

Lastly, if your communication channel provides a user with the ability to submit comments or questions, READ THEM, and answer the question in your reply. If you do not properly and respectfully handle the initial response to your prospects, your chances of moving them to the next step in your process will be greatly diminished.

Good selling!

Jeff Scherer

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