I love my girlfriends. So don’t tell anyone I’m outing their email marketing faux pas. Neither of them subscribe to my blog nor my email list (though it’s obvious they should!) so I’m sure I won’t offend anyone here.
For everyone else in direct sales or any type of MLM business where corporate churns out email on your behalf…this is for you!
Check out my inbox (above) the other morning. Two identical emails from two different girlfriends/Mary Kay Consultants. I protected their identities with the pink boxes.
How I wish they would think twice about accepting this marketing “favor” from their company. I have no idea about its marketing guidelines, but Mary Kay would do better to ask their reps to email their customers on their own and merely link to the monthly catalog…Because this email mistake is embarrassing.
It happens every month, too!
I get two emails literally right on top of each other. I can tell they are sent from the same bulk sender in queue because they are always received within a minute or two in my inbox. As you can see, these came one after the other! They have ZERO personality. They are simply dumped on me from the pink corporate Dallas offices, I can only guess. I imagine consultants are notified (after the fact) their their entire list has just received their monthly specials on lash care, etc. “What a relief,” consultants everywhere might think. “Now I don’t have to reach out to my customers this week.” But they’d be wrong.
What would you do? Should I let them know that I usually order from the one who has most recently said hello to me in person or gone out of her way to ask if I needed anything?
Should I tell them that if they sent me an email with some sort of personal touch I wouldn’t hesitate to elevate their status to “Go-To Mary Kay Consultant” every single time? Would you tell them that?
So here’s how it works instead. If I happen to see either girlfriend (at the store or the baseball field) at the crucial time (within a week) of actually needing to replace something, then I stop her and ask her to place an order for me. Otherwise, I take Katie with me to Ulta and we shop for beauty supplies together — which is just as much fun as a Mary Kay party, actually, plus I get to bond with my kid over nail polish and hair products. It’s all good. We get our beauty fix.
Now here’s the kicker — I really LIKE Mary Kay for some things. They have these lovely little compacts which are super sturdy. Since they never break, I like to keep them topped off. And some of the skin care is awesome.
But the double corporate emails irritate me to the point where I don’t even look at them some months.
What I’d love to see would be a personally branded email from one of my Mary Kay girlfriends saying something like this:
“Hey, I wanted to let you know I spent spring break at a dude ranch where I got to try out the new Mary Kay Intensive eyeshadow primer first hand. In spite of a day of sweat, dust and horsehair, would you believe my eye makeup still looked fabulous? I even sat around the campfire until 10 at night and my cowboy said I still looked amazing! Anyway, it’s on page 17, if you want to check it out — and it’s on sale this month, too! Call me…I haven’t seen you in awhile. Let’s get together and I’ll show you a whole bunch of other stuff that new. Margaritas on me.”
That kind of thing. OK, Margaritas optional. I’m not saying I can be seduced that easily with margaritas. Unless she makes really good ones. Then of course I’ll order some more skin care products from her. 😀
Do I have to say it again? Email is about relationships. (I even said it in pink!)
Please, Mary Kay consultants everywhere, say “NO MORE” to those dorky corporate email sends, unless you’re supplementing them with your own personal ones. They’re not doing your business any favors.
Love, your girlfriend and (sometimes) customer,
P.S. What do you think? Am I being to hard on these gals? Or can you relate to this story? I’d love to get your comments below!