The Sydney Morning Herald – Size still matters in e-marketing?
By: The Sydney Morning Herald
A few weeks back gym chain Fitness First sent out a “welcome” email to lapsed members. The email was obviously a mistake and was followed up by an apology. Reactions to the spam ranged from amusement and confusion to suspicion about memberships potentially reactivated without consent.
The reality is that most of the messages probably ended up in spam filters and unused mailboxes. An embarrassing gaffe to be sure but it won’t be the last time we’ll see these kinds of e-marketing screw-ups.
One friend who received the message ceased been a member more than five years ago and rightly questioned what value there is in retaining his details in their marketing database for so long. It is a bit like a drunk ex dialling you at four in the morning – awkward and desperate.
Email gaffe… Photo: Screen shot
I can’t help but feel there is still a pervasive culture of quantity over quality in the e-marketing world. If a key metric of success of a distribution list is simply its size then business is rewarding the laziest and easiest-to-abuse behaviours.
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