Content marketing: Telling Meaningful Stories

Do not reply to this email! (Sigh)

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You’ve probably seen those “Do-not-reply” emails. The “Do-not-reply” sender name is just not very inviting or relationship building. It screams at me that they don’t want to talk to me. It says that here’s my message. Take it or leave it.

I get that there can be financial advantages to not allowing people to reply. Because if it’s allowed they might and it won’t help organizations when they do not monitor and respond to replies either. Clearly, to have somebody monitor and reply in a meaningful way costs money.

Unfortunately, the unanswered email (or tweet) are all too common still.

In essence Do Not Reply emails say:

  • Here’s an email from us
  • But don’t dare respond to it

Sounds like one-way communication to me. Here’s our message. Take it or leave it.

Some trendsetters actually encourage people to reply. I’ve seen notes like this:

Yes, this is an automated mass email, but we are happy to hear from you. Simply reply with your questions and comments. We will take them to hard and respond when necessary.

And people do respond with their questions and comments. It builds a relationship with the brand. It’s about the communication and being heard. And, of course, since many organizations aren’t responding to emails, tweets or contact us forms from websites, responding to people can help brands stand out. It can be a differentiator.

 

I’ve worked with a brand before that sent monthly eNewsletters and people responded all the time. They weren’t even encouraged to do so but they did because they felt like it. Sometimes their messages were along these lines:

  • What a powerful story!
  • Sorry, I can’t make your event.
  • This was an interesting update.

Responses by the brand were simple:

  • We thought so, too. Thanks for emailing.
  • Hope to see you next time.
  • Thanks for letting us know.

It’s really not that hard to do, it does take some time, but can go a long way with customers and improve their experience with a brand.

Communication is a two-way street – especially online. The organizations that make it work can stand out.


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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