1. I received this email from the American Marketing Association today:
The email is fine. But why pay for scroll bar customization? (It’s purple and has arrows that are a tiny bit different from the classic Outlook scroll bar.)
Lesson: If you’re going to pay someone to design and code your email, make sure they focus on the important stuff –especially if the email is going out to fellow marketers who are likely to pick apart its flaws.
2. I signed up to receive more information on the iPhone the same day as Steve Jobs’ famous keynote. Today, I finally received my first email from Apple! Except…
…there was absolutely no information on how or where to purchase the phone.
When I signed up to receive iPhone email updates back in January, I was already sold on the product. In fact, I had already pored over every feature and function that is mentioned in this email. So why email me what I already know? Was I foolish to think that by giving Apple my email address, I’d receive a special offer, or other relevant purchasing information, before the general public? Apple does a lot of things right — but are they *so* big and revolutionary that the give-and-take rules of marketing no longer apply?
To answer my own rhetorical question, I might have to say yes. Because even though I consider this email unsuccessful and unnecessary…I’m still going to buy an iPhone.
Lesson: Give your email sign-ups the respect they deserve. When you make a promise to serve up relevant (and exclusive) information via email, deliver it. Even if you’re Apple.
No related posts.
{ 0 comments… add one now }