Good morning, Marketer, and what’s your latest email horror story? 

There’s a great point at the heart of Kath Pay’s latest article on email marketing. Email may be an inexpensive channel, but don’t use it to actually annoy and upset loyal customers. Here’s my latest email horror story.

I’ve been loyal to a brand for several years, initially buying in-store, then switching to online when they closed their outlets temporarily during the lockdown. I got a discount offer yesterday. When I saw the cost of delivery, I abandoned my cart. They re-targeted me: another 10% off. Not enough. They re-targeted me a second time: “Did you see something you liked?” Yes I did, but I’d rather go to a store than pay that steep delivery fee.

Couldn’t they at least have re-targeted me in a way that let me tell them what the problem was? You have one irritated loyal customer now.

Kim Davis
Editorial Director

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Quote of the day. “I’m calling on the email industry as a whole to create a distinct naming convention for reactivation and reengagement and clearly identify exactly which audience they’re targeting when discussing or writing about it.” Kath Pay, email marketing expert and author