I think using real world evidence to prove a point works well and can emphasize how important a task can be when it is more tangible. For this reason I am going to provide more real world examples that I come across where I see success or failures and how they relate to the marketing process.
First up is FedEx.
Now, for the record, I love FedEx and I think they have a great business, but an email I recieved today made me think twice about who is running their outbound marketing department.
Here is what the message said:
English: Our records indicate that you have not logged on to FedEx.com with your user ID ********* in over 14 months. If you would like to keep the profile information and address book associated with this user ID, you need to login to any of the online tools available to you on FedEx.com. Otherwise, this user ID and profile will be deleted from our records on August 31, 2006.
Then it said it again….5 more times….in 5 other languages.
Excuse me? Isn’t this the era of 2GB of free email storage and unlimited bandwidth costs all coupled together to give consumers the most choice possible?
I am sure it takes a total of 4 minutes to create a new ID, but why alienate customers by deleting their accounts? Is it really that hard to keep a database entry that has not been used for months?
My next problem relates to the way the message is delivered. It is impersonal, in 6 languages +1 for FedEx for thinking about diversity, -1 for FedEx for not knowing my language choice when I signed up.
Now, I bring up this example to highlight my point that it is important to think about how your customers will view your message.
This automated email most likely came out of a committee discussion that had marketing, IT, and management making a decision without thinking about their customers.
What is cheaper – storing 250 bytes of data on a paying customer? or deleting their data, and hoping they will sign up again in the future?
[tags] marketing, outbound marketing, FedEx, marketing blog [/tags]