In this space last week, I wrote an article entitled Porch Swings Gone Wild. In the article, I talked about buying a porch swing from a company called porchswings.com. I couldn’t be more happy with my swing, and the purchase process was wonderful. The follow-up email marketing had me puzzled a bit. I received quite a bit of email (ok with me, in case you are wondering) all from Porchswings.com. The problem was that I had already purchased a great swing; why did I need another one? I didn’t even open the messages because they were not relevant to me.
Porchswings.com is part of a larger group called Hayneedle. Hayneedle has over 200 specialty stores. Who knew, right? I certainly didn’t know, because I stopped opening the email. I suggested last week that Hayneedle make some changes to the way they were conducting their email marketing.
I am happy to report that the Hayneedle team has taken me up on my suggestions. I received a new message that didn’t come from Porchswings.com, but rather from Hayneedle.com. I believe they are going to see a big difference in some key metrics. Deliverability should start to climb. Open and click rates will start trending up. I would guess that SPAM complaints may see a small spike, but will then dramatically reduce.
I just may have to buy something from one of Hayneedle’s “220 Stores.”