Through a special arrangement, presented here for discussion is a summary of a current article from the LoyaltyTruth.com blog.
Over the years, if I did business with a brand or signed up for its loyalty program, I opted in for its e-mail stream. As a result, I now receive a ton of e-mails each week.
The problem: e-mail overload. So the other day I began to finally thin out my e-mail subscriptions. To stay on the "keep 'em coming" list, the company had to meet one of two criteria:
- Did they recognize me as an individual?
- Did the e-mails bring me value, offering relevant or interesting content?
What I saw were a lot of missed opportunities. Here are a few examples.
Staples. The main focus of their last e-mail was to "save 50% off cleaning and break room supplies," which might be relevant if I had a break room. What would have persuaded me to stay: some content aimed at me, the independent business person, that established Staples as a thought-leader in the small business space.
VERDICT: UNSUBSCRIBE
Avis. While they recognize me by name — "Thomas, Save With The Avis Corporate Awards Program" read one recent subject line — there is no other recognition of my past history with the company, including the fact that I haven't rented a car from Avis in well over a year. A "win-back" approach might have kept them in the mix.
VERDICT: UNSUBSCRIBE
Hilton. As a Hilton HHonors member, a regular stream of e-mails arrives enticing me to get deals on Hilton locations in San Francisco, Hawaii and even China. Why aren't they cities I visit? If they asked me which locations I'm most interested in, their communications could be personalized to my specific travel needs.
VERDICT: UNSUBSCRIBE
Booking.com. After recently looking for rooms in both Atlantic City and New York City, the travel site sent me an e-mail with an enticing message: "Last-minute deals for Atlantic City and New York City. Get them before they're gone!" They obviously "cookied" me the last time I was there, and I'm aware of the Big Brother aspect of this but their e-mail was tailored to my needs.
VERDICT: KEEP 'EM COMING
New York Mets. I have to commend my favorite baseball team for taking the initiative this past offseason and sending me an e-mail that linked to a long-survey designed to figure out who I am. It will be interesting to see how they use this info in the months ahead.
VERDICT: KEEP 'EM COMING
Patagonia. Sure, Patagonia is trying to sell me stuff, but their e-mails also link me to stories about exotic places, via adventurers who travel the world decked out in Patagonia gear. It's soft sell at its very best and it emotionally ties me to the brand. It also doesn't hurt that their clothing lasts forever.
VERDICT: KEEP 'EM COMING