By Sean Dowdall, LCI
Zoom has become a household word during the pandemic. It went from one of the many web video meeting platforms available to a mainstay of many of our remote work lives and even personal lives. For the most part, Zoom has performed well for me – once I learned the quirks of scheduling a meeting and to anticipate as normal that somebody’s screen may freeze during a meeting.
I suppose that marketing for Zoom has been easy to grow its customer base. However, I have not seen marketing to keep its customers or encourage us to use their platform more.
In fact, the first retention marketing communication I recall seeing from Zoom is the email below. My first response was YIKES! Here’s the email, and I’ll explain below all of the problems with it. It is an unprofessional email and a good example of what not to send. I put numbers by each line to match my notes below:
SUBJECT: Zoom Account – (1) Love Month Promotion
During this pandemic a lot of businesses and even individuals turned to Zoom to keep them connected to their clients, employees, friends and relatives.
(3) This became very challenging for us to cater to everyone.
We’d like to make sure you’re properly supported with whatever needs you may have in (4) terms of communication stack.
You can reach out to me for any inquiries (5 and 6) until such time I warmly endorse you to your permanent account executive.
Let me know if you have any questions or concern.
Here is my critique:
- What is the Love Month Promotion? I received this email in late February, so assume that February is love month, but then why get this email at the end of the month? Also, I haven’t seen any other mention from Zoom that they have a Love Month Promotion. What is the promotion?
- There are spacing issues that you don’t see here because I took out the salutation. The sender had hit return at least three times, so the “Hi Sean,” was way at the top and the body of the email was almost at the scroll point on the screen.
- What is with that second sentence? The pandemic-driven increase in Zoom activity was very challenging for them? So what? First, don’t say that if most of your customers don’t care as long as issues were fixed in a timely way. Secondly, if you are going to say that, then follow up with what you did about it.
- “In terms of communication stack” – what??? I think I know what the sender means, but this isn’t written correctly. Also, if you are going to imply that you can help with other communications tools, then at least give me a few examples.
- Needs to be two sentences.
- What an odd way to say this and certainly usage of the wrong words.
I’m sure that Zoom is seeing its volume go down as other virtual meeting platforms are getting their marketing acts together. This email certainly doesn’t help Zoom.
Look for my next blog where I rewrite this email to provide an example of what it should have been.
Got a comment? Comment below or email me at [email protected].