This week two major corporations: Seek.com.au and Domain.com.au (Fairfax’s real estate brand) both sent Hootville an email communication. Both were immediately deleted. Both companies are big enough to know better but failed to grasp some basic principals of eMarketing. What did they do wrong?
1. Relevance: We never signed up for this. We used these two sites as a place to advertise. We never wanted to receive weird employment and property-related emails from them.
2. Value: We may have overlooked the pushiness if the emails had included a special offer, valuable advice or a welcome diversion – they didn’t.
3. Timelapse: Both companies have left things waaaay too long. We last did business with these companies years ago. Now they want to build a relationship with us? Uh-uh. Even if we’d loved their service back in 2009 we have moved on since and are seeing other sites.
4. Credibility: Despite the immense resources available to both Seek and Domain both emails were text-heavy and unenticing. In fact they were so poorly designed they looked fake.
Bosses sometimes think that an email database can be held up one’s sleeve for a rainy day. It can’t. Your subscribers must be nurtured with regular quality contact.