Horrifying Email Marketing Requests and their Saintly Solutions

Although Halloween is soon upon us, scary email marketing strategies regularly occur throughout the year. Fellow email marketing professionals at MediaPost’s Email Marketing Daily recently published the commentary “Horrifying Email Marketing Requests.” It’s hard to imagine that companies still engage in such nefarious practices. But even our colleagues here at Certimail, are no stranger to similar requests, even with CASL in full force.

Let’s look at each one with regards to CASL and marketing efficiency.

1. Why can’t I spam my clients?

Although businesses may not necessarily say this out-rightly, many still do want to mass-communicate to a single list. If you have consent, it’s not necessarily spamming in the eyes of CASL, but mass email communication is SPAM-like. Simply because such a practice doesn’t take into account the preferences of the receiver; the value for them, the relevancy, the “what’s in it for me?”.

A one-size-fits-all approach can have you looking like a ghoul and will eventually lead to unsubscribes and complaints to the CRTC.

Instead, focus your main content and segment your emails based on customer, client, and contact interest clusters.

(For example, if you are a Vampire blood supply company, you can segment by blood types, antibody types, fresh harvest, aged harvest, etc.)

The BENEFITS of segmentation are plentiful in the short, medium and long-term, they include: higher open rates, higher click-through rates, higher to click-to-purchase rates, lower churn rates, lower unsubscribe rates, etc.

2. But I need to move this product!

Of course, you do! But that doesn’t mean that your entire email list is interested in that particular product. Remember, a one-size-fits-all approach will lead to unsubscribes and complaints to the CRTC.

Smart goblins segment on a combination of the following criteria: past purchases, cart abandonment, and past campaign clicks on the said product.

(For example, if you are a clothing company for monsters, based on past purchases, you don’t want to send emails about Witch outfits to Vampires. If a Vampire has left a velvet cape in her cart but didn’t purchase it, an email out velvet capes to her would be a good idea).

If you want to take it one step further, further segment based on RFM (recency, frequency, and monetary value) matrices. For quick wins, prioritize those high value/income generating segments.

This way you can still email groups of people, but you’ll be more efficient and see better results to your bottom line. Understand that there’s no need to communicate to someone who is not listening. It’s a waste of time and money.

3. We should capture 100 million email addresses.

Whoa OK! Remember that you need to have either EXPRESS or IMPLIED consent for each contact. Each has its conditions and limitations. And records of consent for each contact are required.

It also takes time and money to get those emails, and they won’t be of high quality if you are mass-harvesting them. Additionally, most Email Sendout Providers charge per batch of X number of contacts. So it’s a waste of time and money if you are trying to communicate to someone who is not listening.

Don’t be that fire-breathing hoarding dragon Smaug, instead, focus on smaller clusters, but that are of higher value. When it comes to getting email addresses, your website landing pages are your best sources. Make sure they are properly worded and placed.

Do you want to know if your email marketing program is raking it in like Gringotts? Here’s a quick algorithm to see if it’s performing as well as it should:  1$ spent on email = 38$ in revenue.

If you’re not sure about your email marketing program or have questions and concerns, one of the best places to start is with an email marketing diagnostic. Doing so will identify the problems and solutions to implement.

In the meantime, have a Happy Halloween and try to shelf those scary strategies.

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