I think most people who read Angela’s quote will nod their head in agreement with the statement. From a brand’s point of view it is common sense; you need to establish a rapport with a customer before they are really going to be listening to what you are saying. But I wish more people would get that this thinking applies just as much to email interactions as well.
I don’t want to be sold to when opening my email either, I want to be helped. If you have an email address for your customer you probably have some kind of a relationship with them but this does not mean that they spend their day waiting around to buy more from you. I tell my clients to think about email as bait that leaves customers wanting to know more, gets them clicking on links to find out more and ultimately predisposes them towards your brand so that when they are in the market – they will think of you. Email is perfect for enabling your customers to unlock more of what your brand has to offer. Whether it be reminding them about your after sales service, handy tips on getting the most from your new phone or invitations to exclusive customer events. You’ll stand out from the crowd if your emails are not about selling, but about helping.
BTW – I found this quote in Fast Company – if you have not liked it on Facebook, you should!
PS – Angela starts at Apple in early 2014 so expect her to shake things up! 🙂