Challenge Emails: 'Go Away. We Don't Want You.'
"Stay in touch?" That was the headline on a challenge email I got today from the folks at Pitney Bowes. What was notable, however, was the first line of copy: "We notice it's been a while since you opened an email from us ..." I honestly can't decide if this is a strategic insight gone awry, or a little creepy.
Email open rates are a misunderstood analytics tool; take a minute and follow my logic:
- According to Campaign Monitor, the most popular email client is Outlook. And, according to MarketingSherpa, over 50 percent of consumers use a preview feature to view emails.
- Nearly 40 percent of email clients block images by default.
- Conclusion: If you read your email via preview pane (or not), and don't download the images, your "open" is not being recorded as an "open" and in this instances, that seems to make Momma a very bad girl.
Bottom line is this: Pitney Bowes really doesn't know whether I am reading their emails or not. They've assumed I am NOT since I am not downloading the images contained in their emails. And, it seems, they believe I am not reading their "valuable information about supplies, offers, discounts, new products and thought leadership pieces."
If I wasn't opening/reading them before, they've certainly given me a good reason to unsubscribe now. Like many companies, Pitney Bowes needs to stop thinking their marketing messages need to be about THEM, and start thinking about what might be deemed interesting (and therefore valuable) to ME.
Funnily enough, the last email I got from Pitney Bowes two weeks earlier, was another little smack across the hand for my apparent bad behavior. The subject line "Don't miss out" didn't compel me to even open that email, but the message was even worse! They noted that it had been a while since they had heard from me—Really? It's not like we were corresponding or anything—and they wanted to know if I was still interested in getting emails from them. I had to confirm my interest by July 15 in order to "continue receiving the latest from PB."
Needless to say I didn't open nor respond; but that didn't stop them from sending this weeks' email to me.
In a world where businesses spend an inordinate amount of time (and money!) trying to collect email addresses for ongoing engagement with their customers, PB seems to want to sever the ties with me. And all because I'm (apparently) not opening their email messages.
I think the good folks in PB marketing need this little wake up call: While I appreciate that you think I'm not reading your emails and therefore may no longer be interested in your products/services/thought leadership pieces, you might want to wait for me to unsubscribe. Or better yet, try sending me emails with content that is actually of value to me and my organization. Oh, and here's a hint: Don't make that content about YOUR products/services.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.