You Might Think Everybody Does This. Uh… no. But Everybody Should.

Writers tend to do a lot of online research. As the editor of a marketing newsletter and a relentless blogger, I visit hundreds of websites, download dozens of whitepapers, pile up racks of statistics, and read a lot of blogs.

Sometimes a website will ask me to leave an email address and I will (though often reluctantly) IF I want the product badly enough. That’s what happened when I visited Vidyard.com to download their whitepaper “Video: the New ROI Star of Marketing.” What I never expected was the simple, non-pushy “nice-to- meet you” email that arrived 24 hours later:

Hi Nancy,

Thank you for stopping by the Vidyard website. I wanted to reach out to you to see if you were looking to learn more about video marketing or if you have any questions about Vidyard.

Please do not hesitate to reach out to me with any questions or if you think Vidyard might be a fit for your specific use case.

All the best,

Ally

From all the websites in all the urls in all the world, this is the first-time I’ve ever received an email like this. Phone calls from salespeople, yes. Thank you for downloading XYZ, yes. Glad you downloaded, now how about buying this, definitely.

But a simple, short, no-pitch email offering help if needed? Not once.

This classy follow-up tells me these folks are very good at what they do.

-- scrubbed by Marketing Brillo