Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Editor’s Notes : What Would You Do for an Email?

March 2012 By Thorin McGee
Get the Flash Player to see this rotator.
 

I recently received a brilliant email from Harry & David, the long-time cataloger of food and gift baskets. At Christmas, I had ordered its pears as gifts for my home and for some of my more far-flung family members. The email was a simple request for review—Harry & David asked what I thought of the gifts.

The part of the email I thought was brilliant was that Harry & David offered a way for me to forward the email directly to the gift recipients (via Harry & David's forward-to-a-friend form) and just have them answer for themselves.

Of course, that gives Harry & David the recipients' email addresses and a very friendly, innocuous way to request opt-in for email communication.

Even better, by getting my family members to opt-in this way, Harry & David can avoid offering a deep-discount onboarding offer. It's basically an assisted word-of-mouth campaign that preserves a high perception of the value of Harry & David's products to the recipients—who received them in a high-value context (as Christmas gifts) in the first place.

The people I sent those gift baskets to should be high-value prospects to Harry & David, because they've already sampled the products and Harry & David sells on the quality and taste. Heck, that's how I became a customer.

That's a lot of upside. Harry & David should really want to add those email addresses to its database, and this is a clever way to get them.

But, at the same time, it's a bit sneaky. Harry & David is essentially asking me to recommend its emails to my family without outright asking me to do that. It also takes advantage of me being too busy (or lazy) to review my own gifts. The whole tactic feels a little exploitative.

Email is still the most used and effective marketing medium according to our 2012 Media Usage Survey. Those email addresses are worth a great deal to Harry & David, or any other marketer who uses email.

But is this going too far to get them? How far is too far? Let us know on LinkedIn's Integrated Marketing Mix group, or on Twitter @TargetMktg.


If You Build It ...
“As people share more, they have access to more opinions from the people they    trust ... This makes it easier to discover the best products and improve the quality and efficiency of their lives. One result of making it easier to find better products is that businesses will be rewarded for building better products—ones that are personalized and designed around people.”

—Mark Zuckerberg Facebook founder, in his letter included with the Facebook IPO filing
 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: