Category Archives: Email Marketing

Lazy Email Marketing

This isn’t a case of bad customer service, but rather, just lazy marketing.

About 3 weeks ago, I purchased this Thomas Kinkade “Glory to the Newborn King” tabletop item for my wife via Collectibles Today. We received it last Friday, December 14, and everything’s great. She loves it, I’m a good husband, and we have a cool Christmas decoration.

Like most e-tailers, Collectibles Today started sending me emails after my order (which I gave them permission to do). No problems with that, until I received their promo email on Saturday, December 15. The call to action?

This Christmas, wouldn’t it be special for you and your family to experience the miracle of the Nativity in a whole new way? Now you can, with the FIRST-EVER Thomas Kinkade “Glory To The Newborn King” Nativity Tabletop Christmas Tree!

They’re asking me to purchase something that I’ve already purchased and just received from them the day before. I’m already “experiencing the miracle of the Nativity in a whole new way.”

The good thing is that Collectibles Today is staying in touch with me. The bad thing is I’m obviously just one of many emails they have, and they’re going to sell me what they want to sell me, not what I want to buy. This was the item of the day. It’s clear they haven’t paid attention to my order history, or at the very least, there’s a disconnect between marketing and order placement.

Here’s the point: take a few simple measures to be just a little bit more specific with your customer communication. Especially when it comes to email marketing. Clean up your database, focus your message and don’t give your customers a reason to think you’re being lazy.

And by all means, don’t waste your time convincing them to buy something they’ve already bought.

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