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Posts Tagged ‘relevancy’

I am an avid runner. One of the goals I wanted to accomplish this year was a race series. As such, I signed up for the first race in the series back in December, received my order confirmation transactional message….and then got this email January 13:

…I already did. I mentioned this in my Amazon post, but it is so important to reiterate because so many marketers miss the mark: Segment your list! At a minimum, segment and suppress those that have already registered.

They do get +1 bonus point for having a valid reply to address and responding within 24 hours after I sent an email back asking for confirmation that I was on record as registered.

To put a more positive spin on this post, I also recently received the following two emails:

Here’s what they did really well:

  • I’ve already registered for the Tobacco Road Marathon and received this newsletter walking through all the details of the race, explaining what to expect on race day, the course map, and so on. I loved this email beacuse it’ll be my first half-marathon and this answers a lot of my questions and alleviates some concerns. They segmented and sent a “What to expect” newsletter to those already registered.
  • Registration just opened for the Run for our Heroes race, which is one of the last races in the race series I mentioned above. They sent a timely, relevant email to all potential participants (based on participation in the first race) alerting us to the fact that we can begin registering, which is great because races often fill up quickly. Is it a beautiful email? No, but it accomplished its goal and I registered.

Moral of the story is that no matter the size and sophistication of a sender, the basics of email marketing can help reduce confusion and man-power to answer the questions that are bound to come in after receiving such an email.

Kelly Lorenz
Email Marketing Strategist at Bronto
@KNLorenz

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There is little debate about relevancy being as important aspect of email marketing. Yet, time and time again, I’m fooled into thinking that all of the email I receive is relevant to me. Yesterday, I was disappointed again.

I am a Barenaked Ladies fan. A few years ago when I found out they were coming to town, tickets had already gone on sale and I was late to the party, I opted-in to receive their emails. Imagine my delight when I got an email with the subject line “Upcoming BNL Dates and Yukon Cornelius!” Surely BNL was coming back to Florida!

Wrong.

This email was promoting shows in Worcester, MA, Indianapolis, IN, Vail, CO and Biloxi, MS. I’m sure the fans in those areas are thrilled that The Barenaked Ladies are playing in their area, but for me, with the closest location more than an eight hour drive, the email left me little more than annoyed. Imagine what some simple segmentation could have done for an email like this.BNL

Another critical aspect of email marketing is design. I had a lot of hope for this email when I opened it. The header caught my eye and got me excited about the content. The only problem I had with the header was that I had the urge to click it. That’s a good thing right? Click on logo, click on the faces, I wanted it to take me somewhere!

But there was nowhere to go. The header wasn’t linked. I can’t help but wonder how many others opened the email and wanted to click it. It was a missed opportunity to drive traffic to the BNL site. And those faces! Even after knowing that they’re not clickable, I still want to click on them! On the website clicking on a face brings you to that band member’s blog. It would have been a great idea to tie those links into the email also.

Once I scrolled past the header the email was all text with links to purchase tickets for concerts I won’t be attending. Boring. The calls to action were clear, it just wasn’t for me. What could have been, should have been, an awesome email, fell on it’s face rather quickly.

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