How to Ruin a Relationship via Email Marketing
Friday, April 24th, 2009One of the bread & butter stats of Email Marketing, the “Open”, is really only the beginning of the story. The company Quantivo, who sent me the email that inspired this post, could never know the damage this “Open” did to my perception of their brand. All they know is that there is a good chance I saw this email and possibly read/scanned it.
But why did I open it? Because they played a trick on me.
They used a personal email address and an “Re:” to make me think I was the one who initially sent the email. I get hundreds of emails a day, so replies are a huge urgency prioritazation for me. You can see the email below in all it’s glory (click to enlarge).
I only do “Name & Shame” posts when I think there is a valuable lesson to be learned. This is definitely one of those moments.
While this was a clever trick to get me to open the email, the ramifications of this action are much worse. (more…)
