If you are like most business people, when you are going to be out of the office for an extended period of time, you set up some type of Out of Office (OOO) auto-responder.
I am like most business people (in some ways). So I set up an OOO message while on was on the Social Fresh Cruise a few months ago. (Read more about the trip and Rick Springfield). The OOO alerted people where I was and why it may take a few days until I replied to them. Pretty standard stuff.
However, one aspect of these auto-responders is that they send replies to companies you may not normally engage with (including spammers, but that’s a post for another day). In this case, when Conde Nast emailed me, my auto-responder kicked back a message to them, which in turn prompted the following reply from Conde Nast (click image below to enlarge):
The Conde Nast Triple Fail
Believe it or not, I often try to look for the positive in an email. Conde Nast made it nearly impossible. Ready for the triple fail?
FAIL #1: From Name – cnp. Ouch. Who is “cnp?” Being in the industry, my bet is this (un)friendly from name was the result of 1 of 2 things. First, laziness. Most ESPs (Email Service Providers) allow clients to specify a from name as well as a from address. In this case, it appears Conde Nast forgot the from name, hence the systems defaulted to the from username of the from address, cnp. Second, the FAIL may have been an oversight. Sometimes these auto-responders are sent from the IT department and not from a marketer.
FAIL #2: Subject Line – Conde Nast Auto Reply. Wow. Talk about boring, unengaging, stale, and robot-like…I guess the only positive thing is that it’s clear. This email *was* an auto reply from Conde Nast. How did this happen. See FAIL #1 – I’m guessing the marketing department (or whomever is responsible for Conde Nast’s email program) was not responsible for creating this message. They likely never saw it for approval and don’t receive it in their own inbox.
FAIL #3: The Message – “…not monitored for replies.” Wow. That’s not how to build a relationship. Why not just write, “We don’t want to hear from you. We don’t care. We are robots. We talk in short bursts. Like. This.”?
Combine the “we don’t care” email copy with the unrecognizable from name and the robot-like subject line and Conde Nast FAILS 3 times.
Be A Smart Email Marketer
Marketers sometimes wonder why their open rates are declining or why more emails are landing in the bulk folder or why complaints are on the rise. This email from Conde Nast may not be the only reason, but it certainly doesn’t help. Smart email marketers examine all aspects of their email program and know that relationships matter.
Takeaway 1: Be sure to understand fully how your ESP works (see FAIL #1).
Takeaway 2: Be aware of all email communications you are sending to prospects and customers (See FAIL #1 and #2).
Takeaway 3: Be a human, not a robot. Build relationships. Show the people who keep you in business (your consumers) that you care (See FAIL #3).
Time To Reevaluate: My Challenge To You
Are you aware of what your ESP can do for you? Do all of your emails use a friendly from name and a creative subject line? Are you building relationships with your subscribers and/or customers or are you telling them what they cannot do?
My challenge to you as we roll into 2010 is to think about (and answer) all of the questions above. What are you waiting for?
Photo Credit: toettoet
DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow
[…] This post was mentioned on Twitter by andrewkordek, The Email Zoo. The Email Zoo said: Introducing The Triple FAIL http://idek.net/zUi #emailmarketing […]
Agreed on all 3! The email reply shows they’re only talking out/broadcasting, not having a conversation both directions. Who doesn’t want free feedback for one thing? But more importantly, readers don’t feel listened to… no bueno in 2010.
Jess:
Thanks for your comment. Happy we agree. Wonderful to see you again in Miami!
DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow