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The Sydney Morning Herald – Size still matters in e-marketing?

The Sydney Morning Herald – Size still matters in e-marketing?

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

The Fitness First privacy policy does not explicitly address how long lapsed members details will be retained for marketing purposes as is typical of most Australian businesses. You can request that your details be deleted by contacting them.


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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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