Email and the Marketing Mix

Is it spam? What if it’s a virus!? Maybe it’s a coupon code!

 

I don’t know about you, but most of the marketing emails I receive go straight to “trash”. I don’t recall signing up for emails from “Freedom Debt Relief”. Even though freedom from debt would be a dream come true! And, I know I don’t qualify for the “Senior Citizen Discount”, so why does Kohl’s keep sending me reminder emails?! I know, I know, I can open the email, scroll to the bottom and hit the tiny “unsubscribe” link. Sometimes I don’t have the extra time, but most times the “delete” button is just handier.

I don’t trash every marketing email I get. I open the good one’s. Like the ones from “The Packer Pro Shop”, “Under Armour”, “Nike”, etc. Most times they have a catchy subject line that gets me to click on it. Who doesn’t want to see the 2018-19 apparel line for the Pack!? How about 40% off at UA?? I would say I open those types of emails 90% of the time. As far as clicking through to the site, however, that’s about 45% of the time. I like filling a “shopping cart” with all the items I want, but can’t afford, just like everyone else! But, with not much down time these days, cart filling only happens when it’s for something needed.

Enough about me. Today I asked 3 friends what their views are, as far as email marketing and what they do with the ones they get:

What makes them interesting and worth your time to open and read? 

A: I only look at the “sale” emails. This mama is on a budget!

B: I like opening the ones I get from places I’ve never heard of. I don’t know why I get them, but since they’re there I may as well check them out.

C: I only open the ones I signed up for. That way I know it’s going to be something I want to see.

Do you ever take any action as a result of the emails?

A: Only if it’s something we need and it’s on sale.

B: Sometimes I’ll come across the craziest things, or little gadgets that could come in handy, so I check out the site. Sometimes I buy, most times I browse.

C: I do a lot of online shopping. Generally the emails I’m looking for come just in time to click through them and order what I need.

Quite the wide array of answers, but none really surprised me. Also not surprising was their lack of knowledge regarding CAN-SPAM. I had never heard of it either, before starting a marketing class. Did you know there’s an actual law, governed and punishable with some pretty hefty fines, regarding ‘commercial emails’? And SPAM is illegal! According to, FTC.GOV’s list, in my opinion, the rules/laws shouldn’t be that hard to follow. Yet, I’m pretty sure some of the ones I get are in violation of at least 1 of the rules. I’ll be paying more attention from now on! Be sure to click the link to see if any of your’s are in violation.

 https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

Unfortunately, even if you’re getting bombarded with ‘illegal’ emails there’s not much that can/will be done to stop them from being sent. Wiki says that the Act “fails to prohibit many types of email spam”. And, “has been largely unenforced”. What’s the point of having it then!? Want to see what else Wiki has to say? Click the blue link below.

 https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

 

Enough about the negative aspects of email marketing. If you want to know what good email marketing looks like, check out, Courtney, from HubSpot Academy. It will only take 1 minute of your time!

 

 

In closing, I’d like to point out that not all marketing emails go to the “trash”; not all are illegal; most aren’t secret viruses, and there are excellent ways to use email marketing to your advantage! Just make sure you aren’t in violation of the CAN-SPAM Act. No one looks good in an orange jumpsuit. 😉

 

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Email and the Marketing Mix

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