Birthday Emails

So, I just had a Birthday 🎉
(Thanks for all the kind messages!)

I noticed one thing in my inbox over the last couple of days that I thought I would share.

As one does, I received loads of emails on the occasion.
Most of these, from various companies that I have opted to get marketing information from. No problem.
-As a marketeer, I actually like the happy birthday messages from companies, it is an easy automation that adds a nice touch.

Some of these emails even had "gifts", and initially, that is a fantastic concept. Yesterday, I went to the mall, and picked up two packets of candy (from two different stores in the same industry. I show them the e-mail, I get something free, and I took time to look at some stuff that I might want at a later point of time). Win Win.

Some emails just say Happy Birthday, and that is very kind, thank you!

And then, there are the discount emails.
Listen, I love a good bargain, to the extent that I as a matter of principal never purchase any consumer goods at full price (unless I know that the brand never offers any discounts).
- But what do the companies want me to think about them with these discount emails?

They constantly send me emails throughout the year with all sorts of discounts and offers, so I know for a fact that if I only wait three months I can buy just about anything from them with atleast a 30% discount.
So when they are trying to make me feel special, why are they only giving me a 5% discount code?

Should the "YOU ARE SO SPECIAL" email, not be something that actually makes you feel special?
Should I be feeling less special?
Is that what are they trying to tell me?

The problem with this, is that I do not feel that they have an intention behind the emails. The do not see it in context with their other efforts. They are not adding a people first mindset to their marketing, they are just trying to play the numbers game and get people to click.
Meaning that it reduces my belief in both this email, but also the other ones they send me. It just all seems random.

Conclusion. If you are not willing to do something properly, don't do it.
Just a hello and a congratulations is more than enough 🙏

#peoplefirst #emailmarketing


Note, this post has previously been posted on LinkedIn