Des Traynor is the co-founder of Intercom, the easiest way for Web and mobile businesses to understand and communicate with their customers. This is an excerpt from the book Intercom on Customer Engagement, available for free download. Sending an announcement about your product to your entire user base or email database is like writing a love letter and then addressing it “to whom it may concern”. It feels totally wrong to the recipient and no matter how compelling the body of the message is, you’ll have to fight hard to recover from that initial faux pas. It never makes sense…
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