Use Opt-in Email Marketing With Care
By Peter Lyle DeHaan, PhD
Years ago, two companies that I “opted in” to receive messages did it wrong—so I voted with the cancel link and opted out.
I had happily bought from both and eagerly accepted their requests to opt-in to receive promotional emails. I don’t know how often they were sending messages, but it seemed like a reasonable amount. If I were to guess, I would say it was once or twice a month.
When Christmas season approached, there was a definite increase in frequency to about once a week. Still, that was okay. One sent a coupon for a 20% discount and the other an offer for free shipping. Using these promotions, I placed orders with each. I was pleased with the results.
As Christmas approached, the flow of messages increased even more, as did the urgency to act. I assumed I would need to tolerate their push for Christmas sales until after December 25th, when things would return to normal.
Things didn’t go back to normal. Soon I was receiving a message every day from both companies. When my irritation hit my breaking point, I opted out. Relief at last.
I would likely have ordered from both in the future, but it might have been months. Enduring an email message everyday, just so I might have a valuable discount in six months is not worth the frustration. Unfortunately for them, they are now off my radar screen, so if a competitor shows up at the right time, I could end up buying from them instead.
I’m sure that each time these companies sent out an email blast, they were rewarded with orders. However, if many otherwise-satisfied customers reacted as I did, the cost of these short-term sales will be a long-term loss of customers.
Read more in Peter Lyle DeHaan’s Sticky Series books, including Sticky Customer Service, Sticky Sales and Marketing, and Sticky Leadership and Management featuring his compelling story-driven insights and tips.
Peter Lyle DeHaan is an entrepreneur and businessman who has managed, owned, and started multiple businesses over his career. Common themes at every turn have included customer service, sales and marketing, and leadership and management.
He shares his lifetime of business experience and personal insights through his books to encourage, inspire, and occasionally entertain.
