It's really easy to say, "We're here to help."
But when that message is delivered from a email@example.com email address... do you believe the offer is genuine?
Great brands are consistent.
And offering to help without enabling an easy way to take advantage of that offer isn't consistent.
Think about your brand, whether it's the brand you manage, the brand you own, or the brand that is you.
Then consider all the different ways someone might interact with it, and ask yourself if you're consistent with how you present your brand to the world.
Actions really do speak louder than words.
PS. If you're interested in knowing, the prompt for this post is an email I was sent last week from TD Insurance, the screenshot of which is below. TD has a program where, in exchange for using an app to track my driving, I can earn a discount on my car insurance of up to 25% per year. TD guarantees the information they collect via the app can NEVER be used to increase my premiums -- only decrease them -- and I'm personally happy to trade my personal information for monetary rewards. For some unknown reason, my app stopped working three weeks ago, and I haven't yet had the time, inclination, or patience to follow-up with TD to understand why. This email was the first communication I received from TD about the issue. Needless to say, I think they could have handled things better.