I love good pens.

I honestly don't know if the fountain pen is 20th century, 19th century or earlier technology. I enjoy it when I have time to write with a good one and am even pretty particular about ball point and roller ball pens.

I appreciate a store that makes good quality pens and refills available. That's why it was so difficult for me to cancel an email subscription from Daly's Pen Shop of Milwaukee Wisconsin. That's also why I took the time to write them about why I canceled.

This is the email I wrote them this morning:

I just unsubscribed from this newsletter. Why? That’s a difficult question but it boils down to the fact that you are sending too many emails, they are not really interesting and don’t demonstrate that you care about me. It’s all about you and what you want. It’s like the guy at the local Chamber of Commerce mixer who walks around with food in one hand, shoving a business card at everyone he sees with the other. Have you seen it? It’s what you are doing with a newsletter that shows up too frequently and tells me nothing except what you want to sell today.

It was a difficult decision. I like good pens. I first discovered Daly’s when I needed something hard to find and you delivered. I would sporadically receive an email from you and that reminded me that you are there. Then sometime in the last several months something went wrong. The occasional email turned into a constant barrage of sales pitches.

I believe your approach to email marketing is doing you a disservice. I could be wrong but I see several things in your recent approach that will hurt your business. Take a good look at your unsubscribe rate and compare it to industry norms.

Being in the pen business I imagine you are in a real bind. After all, you’re selling 19^th century technology (or older?) in the 21^st century. You’re trying to figure out how to do it with 21^st century technology like email marketing. Success with email marketing doesn’t mean dumping more cheaply produced and delivered 19^th century handbills on people. It means engaging with customers and prospects in a way that keeps them interested and looking forward to receiving your next message.

So, I recommend you back to basics. What is the first rule of marketing? Think about the customer! Do you know your customers? Are you meeting their needs? Are you helping prospects get in touch with needs and desires they might not know they have? Think about how to engage with customers and prospects to keep them wanting to come and visit you.

Good luck. I truly hope you’re still in business when I need a pen or refill.

“Friend and Champion” is a statement of possibility — the reflection of a philosophy about how to treat others whether in business or personal arenas of life.

If you consistently look at every new person you meet as a potential friend, things will naturally go better for you. 

In business, you can look for ways to be a champion for others.  Refer business prospects. Introduce others who can provide needed services. Always be thinking of the needs of others, be prepared, and take positive action when an opportunity arises to make a positive contribution to others. It creates good karma and good karma is good for business.