You are not just an email address…
by Scott Lake on June 24th, 2008Scott Annan and I had a great conversation this morning about how to categorize people who sign up for the MG beta. Usually when companies start collecting email addresses, they simply lump everyone into the same category without considering the fact that people always have different reasons for signing up for something.
Realizing that fact is very important because when you start interacting with these people, you can easily turn them off by sending them something that is not in line with their own intentions for signing up. For example, lets say someone signs up because they are passionate about your application and helping you make it better but they will never be a client for whatever reason. This person has tons of value and insight that they are freely willing to share however if your first contact with them is a “When do you think you can expect to buy” email, I can guarantee that person will lose interest fast.
I guess the big question is: How do you determine why someone signed up for your beta? The answer is: You ask them. If someone has taken the time to give you their email address, you should take the time to engage them in a little conversation. It will be evident soon enough what people’s interest in your application is and why they signed up. Then group them accordingly and interact with them in the way that is most productive for both of you.
These days, if the only engagement you are having with your beta signups is to send them an email when your application is ready, you are missing a major opportunity.
