Okay. I get it. Retailers are in business to sell product and online buying has blossomed during the pandemic. In fact, so many people are buying online that many small-to- medium brick and mortars are closing their doors for good while Jeff Bezos and his Amazon Empire get richer and richer. Sad, but the way it is right now. And just like everyone else, I’m shopping online more and more. These retailers send me emails. LOTS of emails. Six or more per day. Why are they bugging the snot outta me? Folks, this is email marketing gone wild.
Is Email Marketing Even Still Relevant?
Yes, I believe it is. Even in this day of texts, FB ads and Instagram, there’s still a place for emails. Plus, you don’t have to make the extra click as you do on a text ad to see the product. You can see it right on the email in most cases. Yes, you have to click if you want to explore further, but you can make that decision almost immediately. And everyone checks their emails, right? Don’t you do that first thing in the morning? I do.
The Old Reliables
There are reliable companies like L.L. Bean. One email every other day, maybe every day if they’re running a hot sale. No “Hey, you forgot this!!!” No “Why are you not buying? Do you hate us now?” None of that. Just an email a day or every other day pointing out something they think I might like or that’s on sale. And I can deal with this. I even like it. They are a good, reliable retailer with quality products, fair prices and fast delivery. And they don’t bombard me with useless emails!!!
The Repetitive Emails
I subscribe to a lot of stores because, buying online, I want the best deals possible. I don’t mind one email a day with features and special purchases. In fact, these emails are welcome. BUT SIX TO TEN A DAY? Cut me a break!!! I had to ditch one place that sent one every single hour on the hour for 24 hours straight. Do they really think this “pester marketing” is going to win them loyal customers? They must.
The Reminder Emails
It used to be if you looked at something but didn’t purchase, a day or two later you’d get an email saying it was available if you were still interested. Nice. Friendly. Non-intrusive. And if you were lucky, they’d offer you a small discount to go and complete your order. Now? Within an hour (sometimes minutes) after looking at something, I get, “Hey, did you forget this?” or “This is yours, right?” or “You left this in your cart!” And if I don’t go purchase the product more emails come in a regular progression throughout the day. To answer the questions they feel they must ask, “No, I did not forget this” and “No, it’s not mine as I haven’t bought it” and “No, I didn’t leave it in my cart. I don’t want it.”
The Guilt Emails
The ones that really get me are the ones that attempt to hang the guilt. . . on the CUSTOMER!!! Again, haven’t purchased in a while. I got one that said, “Why don’t you like us anymore?” And then there was, “Did we do something to make you hate us?” That was a good one, even I have to admit. No in both cases. Maybe I just don’t need anything right now. Novel concept, eh?
The Threat Emails
So I don’t buy something from a company for maybe a week. Then cometh, “We’re going to have to drop you from our email list since we haven’t heard from you.” HUH? Wanna drop me? Go for it! If you hit me with this one I don’t want your stinkin’ emails or product anyway.
So What’s the Answer?
STOP SENDING SO MANY @(&$&)(@*#$ EMAILS!!! Quite truthfully, if you bombard me with 10-12 emails a day, I’m off to a competitor to find that product. You just lost a sale. Do you care? Probably not. How do I know this? HERE COMES ANOTHER EMAIL!!!!
‘Wow! I’ve got one from someone I know!’