A Simple Secret to Connecting

 

Every time I sit down to write this column, I'm thrilled that you are out there willing to take time to read it.  I haven't worked with that many of you and you probably don't see me as your tech coach, efficiency advisor or paid consultant, but I hope you see me as a real person. I hope you see me as someone who really cares that you are successful in whatever you do. And I really appreciate that you take time to read this because it brings you some value. 

 

After years and years of email being a huge part of our business lives, the stats are pretty clear - we pretty much hate it and love it at the same time. And newsletters fall into the same category.  It's in that vein that I thought I'd share a tip. 

 

I was in a meeting with some really smart CEOs the other day and the topic of "messaging" came up.  Specifically how often they should send messaging out to their email lists.  I thought the reply I heard was spot on.  The answer was simple and came from one of the most respected people in the group.  He said, "Keep an eye on your stats. If your 'opt outs' exceed your 'opt ins', you're over reaching and close to spamming."  Please, please don't mess up all the conscientious work you did to develop a list of people who want to hear from you.  It's imperative that you view your list stats every time you send something. And I'm not suggesting that you spend a lot of time analyzing all the available stats. It doesn't take very long and the simple metric from asking "are we growing or receding" will tell you pretty much what you need to know.

 

Don't you want to be talking with "friends"? Speaking with people through your emails and newsletters who have given you permission? Why would you EVER mess up that relationship?  I'm sure you wouldn't do it intentionally but companies do it every day just because they don't know better. It is so important to make sure when you look at your metrics you think about what they mean in relation to how your audience is feeling. This will keep you from upsetting those great relationships you have spent time building.

 

So the secret really isn't a secret at all.  All you have to do is learn the social rules of being polite and do it. It's a lesson most of us have grown up with for good reason. 

   

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Taste of Asia operates five locations throughout MD and WV. The chain of restaurants prefers to occupy spaces of 5,000 sq.ft. to 8,000 sq.ft. Growth opportunities are sought throughout the metropolitan area of Washington, DC as well as MD and the suburbs of VA, with representation by Grubb & Ellis Co.

For more information, contact Edward Goldmeier, Grubb & Ellis Co., 1 East Pratt Street, Suite 904, Baltimore, MD 21202

Siegel Gallagher, Inc. trades as Fresh City Market at one location in WI. The supermarket occupies spaces of 20,000 sq.ft. in freestanding locations, mixed-use and strip centers, as well as urban/downtown areas on college campuses or in close proximity to student housing with more than 25,000 students. Plans call for three openings throughout CO, IA, IL, IN, KS, KY, MI, MN, MO, NE, OH and PA during the coming 18 months. Typical leases run 10 to 15 years. The company prefers to locate on college campuses only. For more information, contact John Bergh, Siegel Gallagher, Inc., 301 North Broom Street, Madison, WI 53704

 

Wegmans Food Markets, Inc. trades as Wegmans Food Markets at 81 locations throughout MA, MD, NJ, NY, PA and VA. The upscale supermarkets, featuring bakery, floral, seafood, produce, meat and deli departments, as well as featuring a wine and spirits section and pharmacy, occupy spaces of 120,000 sq.ft. to 140,000 sq.ft. in freestanding locations, lifestyle and power centers. Plans call for three openings throughout MA, MD, NJ, NH, PA and VA during the coming 18 months. Typical leases run 20 years. Preferred demographics include a population of 50,000 within three miles earning $80,000 as the average household income. A land area of 12 to 18 acres is required for freestanding locations. The company will ground lease or acquire sites. For more information, contact Paul Gilbert, Wegmans Food Markets, Inc., PO Box 30844, Rochester, NY 14603-0844