Well, it's the end of the year and you're not only sending a ton of email but you're getting it too, right? Retailers are going nuts trying to get as much as they can out of the short season. I'm seeing an email every 30 seconds pop into my inbox and I'm sure many of you have it just the same. Bloomie's and Nieman Marcus are up to 2-3 mailings a DAY right now, but they mail every day anyway, so that's not completely out of the ordinary. On top of that, the businesses who market to businesses are feeling the end-of-year crunch so they're having fire sales for their goods and services too.
What really got me this year was the sheer number of retailers I've purchased from last year, that didn't send me one email until November. Now by inbox runneth over with emails from them.
Where's the Respect?
Bounce rates are likely to be higher due to the amount of people that had a change of email address. Think of the many people who've unfortunately lost their jobs this past year. If you're not giving them something of value and keeping in touch with them throughout the year, they probably won't give you their updated email addresses.
Response rates might be lower because it's been so long since recipients have been communicated to. In fact, like me, recipients might feel "used and abused" because businesses are only giving them great deals when THEY need them the most, not when recipients need the deals most. Remember, it's a two way street. You both are giving and taking.
On top of response rates being low unsubscribe rates could soar. If recipients are all of a sudden getting slammed by your emails when they've not heard from you, they're more likely to unsubscribe.
So here's to 2009, we all need to look at our marketing dollars under a microscope. The people that are going to get you through any tough times are your customers. So make sure you don't abuse them, and make sure you build a lasting relationship with them all year long.
Interesting. I think what you're recommending (not just in this post) is that we think first about the relationship, and an email missive is just one moment in that relationship. Yes?
In this view, a random outflinging when you're in need is destructive to the relationship - as pointless as making a pass at someone when the bar is closing at 1:30 a.m.
Except in a bar, at least the other person chose to be there, and a "no lasting respect" email is thrust on people whose only sin was to be in your database.
Examples for me (thinking out loud): I feel like American Express respects me. They never send me stupid or overhyped stuff. They do send offers, but they're not "OMG!" things. ...Best Buy behaves consistently, like a dependable relationship partner. Same for Walgreen's.
In this context, it's inept to use email as a desperate measure, thrusting yourself on your database without an existing relationship or darned good immediate reason. Hmmm.
Well, good. I'm citing this in our 2009 marketing plan.
WHICH, btw, includes a blog (yay!), and I'll be linkin' to ya.
(btw, did you see the 20/20 segment last night called "Drama High," in which one of the student stars was seen near the end singing Respect? Pretty darn good job for high school.)
Posted by: Dave @ TimeTrade | December 16, 2008 at 09:54 AM
That's the challenge with email marketing. Everybody and his brother wants to do it because its easy and cheap.
Those characteristics represent both strengths and weaknesses.
The strength is that nothing gets as good a return on investment as email marketing.
Unfortunately, marketers are not known for their restraint. So they email until returns begin to drop precipitously and beyond. After all, we have to communicate with our customers for retention if nothing else. Right?
And so it goes until the medium weakens and looses much of its enormous potential.
It's bad enough that spammers are hurting delivery, open and conversion rates. But do we have to be our own worst enemy?
Its hard to be disciplined when no one else seems to bother. If we don't email, then our competitors will. And as you astutely pointed out, the great brands are no exception.
Like you, not only are retailers slamming us, but spammers have redoubled their efforts hoping to ride in on the volume. I guess its Christmas time for everybody.:)
Posted by: Ted Grigg | December 16, 2008 at 08:53 AM
Well said.
Posted by: Charles | December 16, 2008 at 07:59 AM