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Denny's Daily Zinger: “How Often Should I Contact a Customer?”

April 28, 2014 By Denny Hatch
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When I was running Target Marketing magazine, I would get phone calls all the time from marketing kids asking either:

  • How many times a month should I contact a customer?
  • I'm considering buying such-and-such software that reminds me when to contact my customers. Is this good software?

My stock answer: Contact a customer when you've got important to say: a terrific new product or service, a sale, a "buy-one-get-one-free" promotion, etc.

Do not contact people just for the sake of contacting them.

Now, check out the media player at upper right and kindly tell me what the hell AT&T is doing?

These 10 emails were in my Yahoo inbox on Easter morning. I deleted the other 21 messages in-between and left these.

This is nuisance stuff.

The last time I came across anything like this was in the guest piece Peter Rosenwald wrote in May 2013, "Horrified By My Party!: 20 pleas for money from 15 Democrats in 2 days."

Takeaways to Consider

  • I am not a customer of AT&T.
  • 10 messages out of 31 in the spam file do not reflect well on the sender.
  • I dared not open one of these for fear of spam.
  • If spam, AT&T should act. They look like jerks.
  • If these were indeed from AT&T, theirs is a marketing system run amok.
  • Companies with myriad divisions and marketing people should have set up an internal clearing-house with a chief traffic cop/scheduler.
  • This is not censorship or restraint of trade. It's common sense CRM.

Denny Hatch 's new book is "Write Everything Right!" Basia Christ  writes, "I read the book in two days ... I couldn't put it down! It is fun reading filled with resources, anecdotes, and although I have an MBA in Marketing, I learned much more from your book than many of my classes." Click here to download (opens as a PDF) and read the first three chapters FREE. The title is also available on Kindle. Reach Denny at dennyhatch@yahoo.com.


 

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