EightBlack.

Ok, I received this email today.

It’s a good lesson in how NOT to email a client base.

First of all, I’m not a customer of Brighton Toyota’s - I’m a customer of their Lexus dealership. You might think I’m being anal but my brand loyalty is to Lexus not Toyota.

Second, if you are going to take the trouble to send out a campaign like this, get the personalisation right.

I cant imagine how many people buy cars in their company’s name (like we do).

I just hate to think how many Lexus clients just recieved an email today “Dear Smith Enterprises… or Dear GNC Limited trading as Eight Murindal Family Trust!”

What a waste of time and potential destroyer of brand loyalty.

Third, if you’re wanting people to take action in an email (and to buy a car) then winning a pair of sunglasses just wont cut it. More importantly, not telling people the value of the prize is a fundamental marketing error.

Email is still one of the most effective and efficient marketing tools when used correctly.

In this case, Brighton Toyota blew it.

Not only did I react negatively to the marketing effort, I did something far worse.

I unsubscribed.

Subscribe to more posts like this

Related Posts:

Add to | | | View blog reactions

This entry was posted on Wednesday, August 9th, 2006 at 5:26 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.