What are “Cry Wolf” Emails?

You probably receive hundreds of emails a day. Some of them you probably even agreed to receive. Some of them are probably even relevant to you. However, with time the email noise is so loud that you stop opening even the ones you wanted to receive. Familiar story?

Why does that happen? We call it the “cry wolf” effect. This is when companies decide to send all information to all databases they have via email/text/voice recording. For example, I receive between 3-5 communications daily from my son’s school. 99% of those messages are irrelevant to my son’s class or me. What did that naturally cause me to do? I ignore their messages completely, ending up missing the 1% that is important to me.

Another example is a private club that really does many different cool events. My business partner loves their events. However, he receives notifications about ALL of them, including, for example, “women only” events. What does that naturally cause him to do? He stops opening them, missing the messages he would have loved to see.

What does that mean for businesses?

• ​They miss out on attracting people that actually show interest in communicating.
• ​They get a reputation of “argh…another email from X company. Not important”

Sending “cry wolf” emails is not a good marketing practice. If you communicate about everything all the time, then you’re just the business who cried ‘wolf.’ People will listen if you do it on occasion and for the right reasons.

Seems like this is very obvious, yet, check out your inbox. What do you see?

So how do you communicate without “crying wolf”?

• Database management. Collect information with purpose in mind. Figure out your goals, and collect the necessary information from the beginning. If you organize different events, ask people about their interests on sign-up. If you sell shampoo, understand what type of hair your potential client has. If you are a restaurant, understand whether your client is local or just a tourist.
• Clever targeting. Now you have your database, you can filter it and connect the dots. Only send relevant information. Do not overdo it. We know better than anyone that it may seem like everything is important when it is your business. However, think twice before you click send. We live in an informational garbage container, so less is more.
• Set clear goals. Every communication that comes out of your company must have a very clear goal. Having a clear goal in mind will help you determine your target better, phrase it better, and create the Call To Action that will convert.
• UX. Yes, UX is not just for websites or products. Applying good UX practices to everything you do is half of your success. It has to be:
  • Usable – design, structure, and purpose of your message should be clear and easy to navigate)
  • Equitable – your message has to be available for people with diverse abilities and backgrounds (if you already have your clever database you will know exactly what to do).
  • Enjoyable – your message has to create a positive connection. This does not mean you can not address serious issues like climate change or war. It means your user has to have positive feelings towards your business after reading your message.
  • ​Practical – your message has to solve (or help to solve) your customers’ problems. If you keep problems your target customer’s main problem in mind, it will help you send the right message to the right people.

Remember that no matter how many marketing courses you pass or how many experienced marketers you find – there is no single formula for effective communication for all businesses. There are basic rules, which by the way, the rebel in me says to break once in a while, but put the heart and soul into communications, do not “cry wolf” and people will appreciate your business.