Free doesn’t always mean free in email marketing. Fool me once…
Wednesday, October 8th, 2008“1 week only: Free Custom Cover Book”. Awesome right? No. It’s actually a “Buy one Get one Free” offer. Semantics? No. Bummer? Yes! These types of misleading subject lines do more damage to the brand than the subscriber.
Fool me once? Shame on you. Fool me Twice? Ask George W.
Now maybe I misintrepreted this email from Snapfish, but it look like to me it says: “order one, get the second free with Coupon Book108″. Isn’t that called “Buy One Get One Free”?
This tactic may work in other marketing channels but it’s not going to work in email. We will find out the true offer the moment we open the email.
Be honest and your audience will trust you. Trick them and they will stop listening. Or worse, they will unsubscribe.
