An Email Consumer Point of View 2

I ran across a great article tonight by David Meerman Scott on webinknow.com.  David talks about an email he received from American Airlines.  He is a super elite customer.  His point is that the email he received just isn’t relevant.  If you’ve talked to me for more than 30 seconds, you know how I feel about this subject.  If you don’t send relevant communications to all of your customers, you better start six months ago.  The day of reckoning is coming for email, and it starts with people like David.

I highly recommend that you give this article and comments a few minutes.  You’ll get a rare look into the thoughts of a customer that you IN NO CIRCUMSTANCES can afford to lose.  I was please to share my two cents in the comments.  Here is my response.  Thanks David!

David,

Great article. I’ve worked in the email marketing world for more than 10 years. Us so-called experts preach relevance to our clients all the time. Companies that take the advice can build a fanatically loyal user base. I think the problem is really the medium itself. Email is relatively cheap in the grand scheme of marketing dollars. Executives see that you sent 100 emails and made 10 dollars, so it stands to reason that if you send 200 you’ll make 20. It doesn’t work like that. Some get it and some don’t. I am also a big fan of American. They do a lot of things I like, but I understand where things like you suggest can get swept under the budget/resource rug.

I think we’ll see a big shakeout in the near future, where recipient engagement (not funny unmeasurable metrics) will rule the day. The consumers voice will be heard via action.

Good to find you. I look forward to reading more.

2 thoughts on “An Email Consumer Point of View

  1. Reply David Meerman Scot Mar 6,2010 4:23 am

    Hi Kevin

    Thanks for spreading the word on my story and thanks for commenting.

    About an hour after I tweeted the post, American Airlines – @AAirwaves – tweeted a reply. Good for them for monitoring and responding. They also contacted me privately and want to engage with me on this. I’ll report what happens on my blog.

    Best, David

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