Saturday I was mic wrangling for the Type-A Parent Blogger Townhall Meeting. Jim Lin took a moment to remind us that marketers are people, too. I know this. Yet I can’t just let this topic go. I think the problem may be that the mistakes are so visible and feel very personal due the delivery method.
Spam isn’t personal, it’s very obvious that the email isn’t for me. “Make her cry at your man meat,” yeah, I just can’t relate, this makes it easy to delete and forget.
Halfway decent marketers do a good job of making even an email blast feel personal and I think therein lies the danger. When a boneheaded or insulting pitch arrives, the insult is perceived differently than when it’s carried out through other media. It takes a colossally offensive advertisement to rile me up and I suppose even then they are still creating effective brand recognition.
Last night an email loaded with arrogant ways to use your Klout score landed in my inbox. I thought I could leave it alone. I thought it would just sit there with all the other emails collecting virtual dust, waiting for a response. I should have deleted it.
I didn’t and now it’s still rolling through my head.
Disclosure: I have a modest Klout score and I got to go to their party in Las Vegas during Blog World Expo. I had a lot of fun. Once in a while I check my Klout score. I do this as just another way to put off more productive work (Yes, much like this post is also a procrastination tactic). I don’t obsess and I don’t include it in any metrics because it just isn’t that great and I really don’t think it matters that much.
From the email’s suggested ways to use your Klout score:
5) Problem resolution.
Your car breaks down in the middle of a road trip… Having a high Klout Score will often get you speedier service and a potential refund/credit, saving you valuable time and money.
If I ever hear of someone using their Klout score to bully a customer service rep into an upgrade, I will think less of that individual.
It is tacky.
It is saying, “Do you know who I am?”
Don’t be that person.
Call me on it if I ever am that person.
Please.
Dear Berkeley County Water and Sewer,
