My wife and I are enrolling our two-year-old in a new daycare. The paperwork’s been submitted, the start date set—just yesterday, we signed on and secured our place. Then today, in the span of 20 minutes, I received five emails from the center, all auto-generated standardized messages. From announcements that we’d been added to their secure online communication tool, to instructions to set up an account, to a request for payment and an invitation to enroll in an auto-pay feature, almost every message came through with subject lines that began with, “Action required.”
Our communication sends more than a message to the receiver. It trains them what to expect from us. And that training comes at a price for their attention. Are they more likely or less likely to welcome and engage with incoming communication? You’re either costing their attention or buying more of it.
When you appreciate that there’s a price for people’s attention, you’re more intentional about what, when, and how often you communicate with your audience. This phone call or email or meeting—what is it for? Who is it for? What am I hoping they will do or feel after they absorb it? And what is the best way to make that change—email, phone, in person, etc.?
Imagine if instead we’d received one personalized email from the director welcoming us to the program. It could have included some links to FAQs, advice for a successful start, and an overview of what we could expect on our first day, week, and month. It could even have included a heads up that we’d be receiving some auto-generated emails shortly and explained that while they may not be warm, the information contained within them is actually quite important to ensure we have a good experience.
One email like that would have bought more of our attention, and it would have lowered the price of the email sequence to follow. Instead, I’ve been trained to view their incoming emails as impersonal, unclear, and repetitive.
I don’t believe the emails are indicative of the care we can expect, and I’m not conflating the two. But it was an acute reminder of the power, the opportunity, and the potential price of reaching out to those we’re seeking to influence.
Consider the price before you hit “send.”