Tuesday, June 4, 2013

Little Promises

About a month ago, I was browsing for a dress shirt online.  I decided to check out the website Bonobos after noticing a lot of chatter among Facebook friends about the company. 

Upon visiting the site, I was immediately asked for my email address, just to be granted to right to look through inventory on the site.  Even though I find this practice annoying, I entered it and began looking around.

As I expected from a company that asked for my email up front, I began receiving at least one email per day.  After a couple days of junking them, I unsubscribed from a daily email and requested to only be pinged monthly instead.  But the emails kept coming everyday.  This cycle continued once more until finally I unsubscribed permanently in frustration.

First of all, having potential customers trade their email address just for the opportunity to become an actual customer (this isn't Facebook or SaaS) isn't permission marketing as much as it is twisting arms.  In my case, Bonobos got my email, but begrudgingly so.  I knew what was likely going to happen.   

Secondly, brands that are good at keeping little promises build big trust.  They get noticed for sweating the details.  It's no coincidence that the brands that demonstrate respect for the attention of customers and potential ones are the best at getting it in return.

As always, thanks for reading and sharing. 

No comments: