Bad eMail Marketing! Bad! Bad! Bad!
But we can still learn lessons from this content marketing misfire.
I recently received a marketing email via CMPTechDirect (a service of CMP Media) from one of their advertisers. That’s part of the price I pay to receive occasionally useful stuff from technology vendors.
CMP Media is a highly respected technology publishing company. In fact, I spent more than eight great years working there. So I enjoy staying current via their regular eNewsletters and even via information from tech vendors. So far so good. But Trend Micro’s obnoxious approach put me off completely.
Definitely don’t use their sneaky, untargeted, competition-trashing approach. Do just the opposite. Here are the 4 things not to emulate:
- Don’t be sneaky and underhanded. The following slightly scary header that was visible in my preview panel, “Your scheduled Symantec migration will require a reboot.” That made me a bit nervous, because anything that messes with my PC’s security is concerning. But when I opened the email, I saw the full header added, “Access our Web security pack and receive a 2GB Jump Drive.” Ah ha! This email isn’t from Symantec trying to help me. It’s from a competitor wanting to sell me something.
- Don’t email me out of the blue trashing a product I don’t even use. I have been using MacAfee software for 6 months. So, I’m not even a logical prospect for the email.
- Don’t pretend to be familiar with me when you’re not. The email begins, “Dear $FIRSTNAME$.” Obviously they don’t have a clue who I am. Now you’ve made me feel lower than whale poop.
- Don’t trash the competition as the starting point for your communication. Trend Micro has a good story to tell. So tell it. They solve serious security problems. So, show that you understand my security problems–and then segway to your solution. But don’t trash a widely respected competitive product. Or I won’t respect you in the morning.
We discover once again the undoubted time and effort Trend Micro put into this email was wasted on me–and, almost certainly on a host of other folks who received the deceptive “Dear $FIRSTNAME$ email missive. It’s not about the money. It’s about the quality and relevance of the content.
What to do instead.
Be genuine. Show you care more about your clients than you do about yourself. It’s Ok to sell comparatively, but you certainly should avoid making your communication lead off with a major competitive put down.
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Comments [4]
Kicking the competition is fun though isn’t it! We just have to temper the excitement of seeing a competitive flaw with thinking about what’s in it for the customer. Good point Newt.
Brett,
It sounds as though you would enjoy a rugged match of Australia Rules Marketing! I’m all for finding a way to demonstrate superiority, but with a bit more civility and class.
Newt
I got this very same email and I was just as appalled. On the other hand, I enjoy and benefit from many of the eNewsletters I get–Constant Contact is a favorite and one you have written about. But they actually have a clue about what’s important to me as a marketer.
Joe
Well, you could “segway” to your solution, but most of us don’t own one. Or you could take the free route and “segue” instead. Sorry, couldn’t resist, and I’m woefully late posting to this article.