Companies that use opt-in email marketing need to do so carefully. 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.
Peter Lyle DeHaan, PhD, is the publisher of Article Weekly. In addition to being a publisher and editor, he is an author and blogger with 30 years of writing and publishing experience. Check out his book The Successful Author for tips and insights.