Nobody likes spam. It’s gotten so bad that the Federal Trade Commission requires companies to allow consumers to unsubscribe from bulk mailings. They even established a Do Not Call registry to keep telemarketers at bay.
Why, then, do marketers keep spamming away? They continue making those cold calls, sending junk mailers, and — most of all — hammering inboxes with inauthentic emails.
These days, many customers are also on Twitter, a relatively clear channel where customers actually want to interact with brands. The platform is a particularly great way to reach Millennials, who comprise more than half of the platform’s user base and value authenticity far more than previous generations. And while nearly everyone is familiar with Twitter’s 140-character replies, its direct messages (DMs) offer a more intimate, personal way to connect.
Using Twitter, you can tag the specific person you wish to connect with — but these messages are public. Sending automated Twitter replies turns off authenticity-seeking customers: It’s essentially publishing the same comment to a public forum over and over again. If you reply automatically to the wrong tweet, and it’s obvious a lot of people received the same message, it can lead to criticism rather than new customers.
Direct messages, on the other hand, are akin to email in that they can be sent privately. They’re also not limited to 140 characters, so you can provide more content. And because only its sender and recipient can view a DM, the channel provides authentic one-on-one interactions.
By sending a personalized DM at the right stage in a customer’s journey, you’re not just showing a strong social media presence — you’re also piercing through the noise of inbox spam to reach customers as individuals, on their terms, in specific times of need.
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Use Direct messaging to support your customers, gain feedback, and make your followers feel you’re listening. DMs effectively get customers’ eyes on your content because:
Unfortunately, most marketers can’t get past spammy, boring DMs. To avoid direct messages that customers will ignore or delete, content should be personalized. Here’s how to add a touch of personality to your messages:
There are more than 300 million Twitter users — all prospects whom you have a better chance of reaching through DMs than emails. Customers on Twitter want to see your content, and a valuable, personalized DM engages like email never could. After all, why else would they have followed you?
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