This morning I would like to share with you an idea that doesn’t get used as often anymore – sending out personal emails. This is an especially good idea if something has gone wrong, and you need to communicate your apologies and next steps for action to correct the issues.

I came in on the tail end of subscriptions for a client. We had a situation that the materials went out late with not enough breathing room for their orders before single tickets went on sale. After a few emails and phone calls regarding the discomfort, I decided to send personal emails instead of the eBlast that was planned.

I know that your subscriber list may be many (if you have a good base), and in this case, I did have many emails to send out. I took the opportunity to introduce myself, apologize, and let them know what we can do for them in the meantime.

I have received some wonderful emails back, and it is helping me get to know the subscribers better. So, the email served two purposes. It was a moment to introduce myself and let them know that a real person has their back. Many thanked me for being human, and some friendly conversations resulted as well. Secondly, it served as a great reminder for them to renew as soon as possible in order to get add-on concerts settled before the single ticket storm.

How do I really know that this has worked? When people like you and trust is being built, they start asking you for other types of information. They know I will get back to them, since I am slowly proving that I do have their back.

There are people on the other ends of subscriptions and tickets. Especially when it requires you to step up after an error – step up! You will build priceless relationships along the way making it easier for everyone in the future.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, ADS

My two books, The How of Audience Development and the Tao of Audience Development are two inexpensive opportunities to learn the philosophy about building audiences the audience development way! Find them on:

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