Email Marketing Confusion… the Honeymoon is Over

Casey BartoWhen I began my wedding planning journey last winter, I wrote about the frustration I felt from having received scores of confusing, poorly targeted, CAN-SPAM rule breaking emails after attending a bridal show.
After I got married, the flow of emails from vendors at the bridal show slowed. Now, a whole six months after my wedding, I haven’t seen a single wedding-related email – until yesterday. Imagine my surprise when I saw an email in my inbox with the subject line ‘2011 Bridal Show.’ I paused for a second and thought, “You have GOT to be kidding me.” No one would still mail to a list from a show that was over a year ago, right? Especially since this year’s shows have already taken place.

Wrong. The idea behind the email wasn’t that bad. The approach however, could use some work. The note was from what appeared to be a life insurance company telling me that most people realized they needed this company’s services after the hustle and bustle of their weddings had died down.

I say “from what appeared to be” because I actually have no idea what company this email was from. It was a personalized note (which was nice), but nowhere in the copy did I learn about the company or, more importantly, why I would care enough to respond to learn more about said (unmentioned) services.

Only after I looked at the email signature and saw the logo did I see what the company was even talking about.

I’ve mentioned before about the importance of list hygiene, best practices and more when emailing busy brides, but another important element is clarity (which this email had absolutely none of).

If brides (before and after their wedding day) are your target audience, make sure your emails are clear and concise. Your email should let the recipient know who you are, what you want them to do, and it should tell them why they should care.

Take a look at this recent post from Patti that provides more details for creating clear emails.

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  1. […] For instance, if your business specializes in wedding-day essentials, you can do some serious damage to your brand if you promote bridal gear to your prospects weeks after the wedding date. In fact, all retail […]

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