Monday, April 1, 2013

If Your Spam Took A Vacation, Would You Miss It?

Andy Sernovitz publishes a great blog; the aptly named the "Damn, I Wish I'd Thought of That" blog.  I urge everyone to check to out.

A recent post about "fighting for every unsubscribe" sparked a few thoughts about email marketing.  The post puts the spotlight on the t-shirt site Busted Tees, who responds to those looking to unsubscribe with a lighthearted attempt at saving the relationship.

Although it's witty, the Busted Tees approach personifies a misguided strategy of asking for forgiveness instead of asking for permission.  I think businesses would be much better served by trying to "earn every subscribe" rather than fight to keep something they didn't earn in the first place.

Sure, earning attention requires a more thoughtful approach to communicating, which, if I'm not mistaken, is the whole point.

A quick thought on a more thoughtful approach.  If the latest round of advertising is the first thing a business considers sending customers who have made recent purchases, then they should reconsider their approach.

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