Return On Subscriber – Email Marketing Blog

We know that every once in a while a company sends out an email with links that have changed, were wrong or did not test it. Now you could just bury your head in the sand and ignore it, hoping that it just goes away. Or you can let them know you made a mistake and take the high road of touching them again with an explaination and an updated creative. Better to have egg on your face and be forthright, than to sit back and let a bad experience occur.

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Leave it a great brand like Diesel to ask the fans to submit works of art that can be used for public display. No, we aren’t talking in a gallery, on a bus or on a flyer, we are talking the side of a building in either Milan or Berlin. Does it get any better.

But what I love the most is that they are doing this call for art using the opt in community of brand loyalists and driving it to offline uses. Genius.

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If you have been living in a cave there is a chance that you don’t know who Jack Baurer is yet. This does not mean that he does not know who you are….

This campaign is one of the best examples of personalization I have seen in a while. Although simple in execution, it was very well thought out as to how to draw the invidual into the experience.

Try it for yourself. But don’t think that Jack now does not know where you live.

In this day everybody is telling you to segment, segment, segment. Now I fully support this philosophy, but sometimes companies are too wrapped up in segmentation and creating offers specific for segments, instead of offers that are best for them. Now I recently said that Golfsmith needed to do their segmentation better, but this email below is relevant for their entire audience.

In market research their is a term called “analysis paralysis” meaning you can get so wrapped up in analyzing the data that you have a hard time producing actionable recommendations. Companies can get so wrapped up in segmenting that these “targeted” offerings are thought out too much and may be so specific that without exact proper timing, they can fail miserably.

Have you weighed the three options? Which give you the best opportunity to market your products and services? One school of thought is that Opt-out and Opt-in produce the highest number of subscibers while Confirmed opt in hampers the subscription process.

But how much do you really consider the value of these individuals, how likely are they to be a valuable subscriber. Valuable subscriber does not just mean purchase, I think there are a few things that really make a subscriber valuable:

1) Likelihood to purchase
2) Take an evangelist role – likelihood to pass your brand on to friends and family
3) Influencer

What are your goals?

So I have been on Golfsmith’s list for a little over a month now. For those of you that don