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How Not to Provide Value to Your Subscribers...And to You
March 28, 2006
Your subscriber is valuable to you, they are your bread and butter, but what is one of the best ways to destroy that relationship? Below is what Constant Contact sent out to its subscribers, which I am one of.
Sending offers of other's products to your list is a great way for a quick buck but what does it do for you in the long term? Most likely it is going to destroy your brand if you did not establish up front that the purpose of your newsletter was to peddle the wares of others.
I did not sign up for this newsletter to be sold irrelivent products to email marketing.
The point of this is that if you are going to co-reg, cross promote, etc. with your business partners, make sure you do it in a way that is of value to your customer, such as a side article in a newsletter, or a press release talking about the partnership and the value to your subscribers and not just an ad.
Think of the email you get. Do you wonder why you get random ads from brands you respect? As a marketer, I look at every email and identify why a company would do this. this Constant Contact ad I can't wrap my head around.
Posted by Jeff.
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