SUBSCRIBE TO THIS FEEDAre You RAMming Your Customers?
While many of us cooked a Thanksgiving turkey last week there are signs that many retailers have already started cooking the golden goose-the email goose.
If these retailers are savvy, they have done some testing and have determined that they are driving incremental orders with these messages. However, my guess is that they are not thinking about the collateral damage these messages may be causing.
First, there is the damage to their brand. Every company that sends out a message is communicating with someone who has a perception of their brand. When you RAM, every message that the recipient views as an intrusion rather than a welcome communication negatively tears at that brand perception.
Second, many people you want to communicate with in the future tune you out now. While you may get an additional $22 sale now from one recipient, the mailing was a failure if three potential $500 orders in March were lost because purchasers tuned out your future messages -- either mentally or using email filters -- because of your email RAM qualities.
Read the full article at MediaPost.com
If these retailers are savvy, they have done some testing and have determined that they are driving incremental orders with these messages. However, my guess is that they are not thinking about the collateral damage these messages may be causing.
First, there is the damage to their brand. Every company that sends out a message is communicating with someone who has a perception of their brand. When you RAM, every message that the recipient views as an intrusion rather than a welcome communication negatively tears at that brand perception.
Second, many people you want to communicate with in the future tune you out now. While you may get an additional $22 sale now from one recipient, the mailing was a failure if three potential $500 orders in March were lost because purchasers tuned out your future messages -- either mentally or using email filters -- because of your email RAM qualities.
Read the full article at MediaPost.com