I have written in my recent blog posts about social media fatigue, but increasingly, there is also email fatigue, that is people who are so fed up with receiving emails, they ignore the messages. In the last few months, the problem has got a lot worse, with people also ignoring personal emails. You send a message requesting information, or you email someone to follow up what was discussed at a recent meeting, and they don’t respond.
Unfortunately you can’t blame them. People are now bombarded with so many emails (most people get over 100/day – and that’s excluding the spam) that they ignore all but the most important messages. In fact, we are all so overloaded with information that sometimes the best way to get someone’s attention is to use a bit of old fashioned marketing.
Which is why I advise clients that any online marketing should be combined with offline marketing. For example, if you build a relationship with someone on twitter, why not surprise them by picking up the phone and calling them? It will be such an unexpected move, that you’re bound to stand out a mile from your competitors!