Annoying your Customers at Light Speed

The Hunt
We all feel the need for speed - with faster internet that is. More bandwidth to get information to and from your customers, blazing fast downloads and quicker uploads for more data intensive applications. Fiber-optic internet into the home/office will help to get everything moving just a little quicker. This might be the next generation of connectivity that everyone is clamoring for but make sure that with any type of product announcement the information that you are emailing to your customers is classified and positioned in the correct way.

The Skunk
My internet service provider just informed me that their new fiber-optic internet service will soon be available in my area (see message below). Hurray for me! My concern however is that they consider this a service-type email communication and not a marketing piece. They will not allow me to opt-out of future emails - and they actually tell me (in small print) why I can't remove myself from these types of messages. Now I know this is a service that they plan to offer but why wouldn't they give me the opportunity to remove myself from future communications regarding this type of service if I’m not interested. This is a marketing piece to upgrade my service, not a critical message that affects my current service. It's not related to a bill, payment or any type of possible service disruption. I should have the option to opt-out.



The Resolution
First things first, know and classify the types of messages that you are sending based on the content. In this case, the message that was sent is a marketing message that talks specifically about how I can upgrade and spend more money with the internet provider. This is all fine and good, but this in no way affects the continued service into my home/office if I choose not to interact with this message, it is simply an offer.

Second, do I really have to verify if the service is available in my area? They mail me a bill each month and they surely know my address and zip code so why not build out that messaging dynamically with a custom message based on this information? They know darn well if the service is or is not available to my residence – so it is a "teaser message" and that's ok – I'm excited at the prospect of fiber optic connectivity but position it as such.

The only types of message that can circumvent the inclusion of an opt-out are true transactional messages - you buy/download/transact with an online merchant or organization, you get a confirmation message. Even electronic statements should have some sort of opt-out or email communication settings. The onus is on the provider to deliver these types of account updates in the manner that the recipient chooses.

If this message was to tell me that I would be switched from a regular cable modem to the fiber-optic system (and I had no choice) then you could legally remove the CAN-SPAM compliant one-click opt-out but every message that you send should have the ability to modify your email subscription settings to help the customers maintain their messaging frequency from you - period!

This is not a TEST

The Hunt
One of the most critical components for a successful email is getting it out the door and in to your customer’s inbox in a quick and timely fashion. Last-minute sales, special offers or time sensitive deals don’t have a long shelf life. That old adage, "Haste Makes Waste" is often overlooked and your rush to get your next campaign launched could possibly leave your customers guessing on what exactly just landed in their inbox.

The Skunk
Virgin America's fresh looking website and emails are smart and cleverly written - heck, they don't even service my departure point here in the Windy City and I still add to their open and click through rate. As a somewhat recent addition to the domestic low-cost airline industry (August 2007), it didn't take long before I had subscribed to their email program.

I've been holding on to this email "goody" for a few weeks. Let's just say that I've created and launched my fair share of email communications over the years so when this one hit my inbox with the subject line TEST preceding the planned subject line content (note fancy arrow and highlight below), I couldn't help but cringe when I thought about the flurry of internal emails that must have been waiting in the sender's email the next day. The little skunk below is most likely a result moving too quickly and not having a proper quality assurance testing process in place. Once the email is out the door, little can be done after it lands in the inbox. Ouch.

The Resolution Even with the best testing and QA procedures, mistakes do happen. What I've found is that these types of mistakes are often a consequence of circumventing the process when time is short. Make time in the production and launch process to systematically review all parts of the message. Take note of the following nuggets before you click send.

• Create, implement and adhere to a QA process/form. Reduce the risk of email errors by using a check list to proof your email messages. Whether you are an email team of one or of many, a QA form helps with tired eyes and can be your backup when there is a time crunch.
  
  
• Use a second set of eyes. Enlist the person in your office that is always correcting your internal correspondence. You know the one; they hit REPLY ALL and corrected your quick note letting everyone know that there was birthday cake in the break room. Seriously, a second set of fresh eyes can help catch a multitude of email errors. Find a backup stickler.
  
  
• Launch to an internal seed list first. Even after a thorough proofing round, there is bound to be someone who picks up on something that was overlooked. When possible, launch to your internal seed list and schedule your email to your recipient list only after some time for feedback and perhaps some good hearted ribbing.
  
  
• Don't push it – too much. We could all use another hour or two added to the day check off a few more of those to-do items. Set appropriate expectations for not only yourself but for others that have a say in your email program. Pushing back an email launch an hour or so to ensure that everything is correct can cause less grief than explaining why TEST was in your live subject line.
  

Oh, one last thing. Use caution when adding TEST to you subject line.

Motorcycles and Leather? I'm just not that girl!

The Hunt

There was no hunt folks - this one found me - these three to be exact. I was going about my day, minding my own business when on September 26th in popped a message with a subject line of M.C.A Hits Wall Street Journal with a from name of Motorcycle Charity Associates, Inc. - then I got hit again on the 28th with the subject line of Playboy Mansion History/Wall Street Journal and most recently on Tuesday the 30th I received Leather Meets Lace at the Playboy Mansion/This Weekend.

The Skunk

So while most days I would have just chalked it up to SPAM - it was the appearance of a theme/campaign that really caught my attention and drove me to do some research. There was NO WAY this was a legitimate email campaign...

...oh yes it is! If you visit the website, it is nicely built out and includes details around all of the charitable events and non-profit organizations that the MCA is affiliated with. Most notably, Generation Rescue the Autism foundation where Jenny McCarthy and Jim Carrey are board members. Don't get me wrong, the creative is awful, the targeting tactics they utilize are way off base and the frequency (every two days) is beyond annoying - but the real skunk here is the muse of email marketing best practices associated with their unsubscribe policy (which btw appears as an image...hello...anyone home).

The Resolution

Let's start with the most obvious points first and work our way back to the finer points.

1. Let's clean up your targeting tactics. One can only assume that my information was exchanged through some third party agreement somewhere in time. The only tie in I can think of may be the fact that I am a mother with small children and meet a certain income bracket - which may make me more apt to donate to an Autism organization. But being that same mother of three - I am certainly NOT likely to attend a Leather and Lace event at the Playboy mansion...no personal trainers and 40 hours a week to dedicate to getting this tushy back in shape! And let's not forget the obvious...I drive an SUV-not a motorcycle. I haven't been on a moving vehicle with two wheels (bicycle included) in years...let alone a motorcycle...
   
   
2. Identify yourself! Fine, you've decided to launch a campaign to a group of unsuspecting parties, at least identify yourself! Don't make me wonder why the h*ll I am receiving these email from you-be upfront and honest about where you got my information. Example: As a subscriber to , we thought you might be interested in helping to support Generation Rescue through this event hosted by Motorcycle Charity Associates.
   
   
3. Look legitimate for goodness sakes. If you actually take the time to link out of the email and hit the website it appears very credible, well put together and legitimate. The same cannot be said for the series of email messages I have received. Your email communications are a representation of your brand and the same care and attention should be paid to each one that you send as you would spend on perfecting your website or a print ad. I mean really - - I am somehow doubting the Jenny McCarthy wants her brand associated with this dribble I received (take a close look at the picture of Jenny McCarthy the used in the last message...couldn't get something more current without her autograph on it?)
   
   
4. Be Consistent. If you are going to send crap, keep the crap consistent at least. It looks like three different middle school kids threw these email messages together for you. This is where the notion of a template is novel. Develop the template once, make it good and just swap out the copy as necessary. C'mon!
   
   
5. Don't hide behind the muse of best practices! I really could go on forever about what is wrong with these messages - from the unsubscribe being part of an image to including header copy that asks me to confirm my interest is receiving email from MCA (which I have NEVER clicked, yet continue to receive email) but what chaps my tushy the most is that when you click the link to unsubscribe I am presented with some bull about Responsible Email Marketing...see below. Responsible - see points 1-4 and tell me what you think!

And wouldn't you know it! As I finish up this post...I just got another...*heavy sigh*

Bad Customer Experience Cause Email Dis-Engagement

The Hunt

I had a birthday back in May (I still have them, yes) and received a gift card from my aunt (in Florida - I am in Indiana) from The Gap. I knew I had a flurry of summer birthday parties that I was going to be attending, so I had decided to jump online and order a few fun summer dresses with the card. After a lengthy search to find exactly what I was looking for, I was ready to check out. I entered the necessary information from the card and received a response that there were no funds on the card. I know this happens from time to time, so I didn't worry about it. I called my aunt to let her know, as she had spent real money on the card. She went to the store that afternoon and they said it had been resolved. I went back to the site to check out...again...and now found that there was only $0.01 on it. Clearly that wasn't right. I still wasn't upset because it appeared they were really trying to work with us.

The Skunk
But the appearance of cooperation was quickly gone! The next day, The Gap called my aunt and told her that they were no longer going to work with her on the issue as they believed I had used the card and was trying to rip them off. C'mon, really? Is this a problem they deal with frequently, or maybe it’s an issue with their staff issuing cards and using them before the recipient had a chance. Either way, I am now offended and no longer interested in doing business with The Gap.

The Resolution
So what does all of this have to do with email? More than you could know. Your email success is the culmination of your relationship with your customers. That experience results from every interaction, every touch point and every transaction a customer executes with you - and if those experiences are good, you tend to have a better relationship with your customer, and thus more loyalty. Email is a relationship channel - to realize true success with your email messaging, you need to have a solid, reciprocal relationship with the customer and if that relationship goes sour (think break-up) then every aspect of the relationship is compromised.

I no longer shop at The Gap - or Baby Gap - and I certainly don't read their email. I won't even open the email to unsubscribe from it. I just delete it. And will continue to because I don't feel it necessary to spend the time to open the message and scroll to the bottom to click the stinkin' link. No compelling subject line, no great offer, no specific creative format will change the fact that our business relationship is over.

The resolution? The customer IS always right - and every touch point can be negatively impacted - even your email. So if your email conversion isn't so hot - it may have less to do with your email strategy and more to do with your customer approach. Relationships are a two way street - don't forget it!

Don't Forget the Unsubscribe Laws Have Changed!

The Hunt

I was on a purging mission recently, unsubscribing from communications that I receive at multiple email addresses to reduce my receipt to only one - go figure! But as I was working through this process, I found a disturbing fact - many email marketers have not yet revised their unsubscribe practices to require nothing more than email address to convert the request. This was a clarification to the CAN-SPAM law and went in to effect on July 7, 2008.

The Skunk

Most noteworthy of offenders was American Airlines. A message I received on August 14, 2008 included a link in the message footer that simply said unsubscribe. When clicked, it takes you to a page that requires you to enter your AAdvantage Number and a Password before you can proceed to the unsubscribe function. Here is the screen capture current as of August 19, 2008:

The Resolution
Fix your unsubscribe process American Airlines! Not only is it annoying that I need to dig up my AAdvantage number to actually get off your mailing list, but your process isn't even legal any more! Keeping your unsubscribe process simplistic, easy to find and easy to convert make for much happier customers. Just because someone no longer wants to receive your email, doesn't mean you are losing them as a customer. You need to keep the experience pleasant at every touch-point. A bad experience with your email program today can result in negative brand perception tomorrow. And let's face it, no one can afford that. No matter what the price of oil is!