Discussed the merits of customer marketing and, specifically, the role email plays. Casey hogan was frustrated, because she had just received her tenth – tenth! -upsell email from a brand she had been using for four years. Visibly annoyed, she turned to twitter in search of empathy. Cxs requiring upgrade: 1 use code for free 1st x️ 2 refer friends get $️ 3 refer friends get $…️ 4 refer friends get $….. — casey hogan (@hogan) december 10, 2015 asked by another user to clarify, she continued:@netspencer not a good experience for a long time user. — casey hogan (@hogan) december 10, 2015 I added my .02 cents… @hogan @netspencer hates when email is used exclusively as leverage in a relationship rather than a relationship itself :(—
John bonini (@bonini84) december 11, 2015 …and the inspiration for this post was born. For hogan, a former marketer at drift and drizly, customer experience is company mailing list something of great personal importance. And like anything worth comparing, she opened up about her dating experience:“getting a subscriber is like getting someone's number… most people don't want to hear from someone they just met three times a day. I also assume they don't want to hear sporadically "Hey can you set me up with your friends?" " that is." conversely, by permissions marketing standards, everything seems fair. But when we consider how rising subscriber expectations have worked to evolve what email spam really is, its frustration takes center stage.
A friend and colleague of mine, chad white, writes in his book the rules of email marketing that “having permission doesn't get you far these days. Irrelevant and unwanted email is the new spam in the eyes of consumers and internet service providers (isps). How your customers define email spam the definition of white above is whiteboard material. Your customers consider any irrelevant or unwanted email as spam. It doesn't matter how long they've been a customer or if they've given you permission, if your email is repeatedly of little or no relevance to them, it's spam. Or, as mentioned earlier, this particular brand was more interested in using hogan to build new relationships than building a relationship with her.