I am a strong believer in Permission Marketing and the practice of having email recipients opt-in to your distribution lists. So I am always impressed when I find those practices working. I had been receiving emails the whole month of December from Scholar's Choice an educational toy and supply store at least twice a week it seemed like. They let me know of upcoming discounts and special evenings where I could save even more on products such as Playmobil and puzzles. Often I would just delete them as I wasn't interested that week and sometimes it felt like the frequency of the emails was a little strong; although forgivable seeing as it was December and Christmas was right around the corner.
This leads me to today as it is Boxing Day in Canada; the day that all our retail stores offer amazing discounts on their products very much like Black Friday in the United States. I woke up and chatted with my wife a little bit about if we were going to brave the stores and get some deals. I turned to her and said "Let me go see if I got an email from Scholar's Choice yet." Sure enough there it was. They had met my expectations and delivered the relevant information that opted in for.
That right there is an email marketer's dream!!! We want our recipients to value the information we are sending out, for it to have value and meaning in their busy day with something they can act on. Kudos to the Scholar’s Choice marketing team!! The only thing I can think to suggest to them would be to possible segment their lists and messages based on how people shop with their business; online versus brick-and-mortar. If I am known only to shop in-store, then an email about an online deal isn't as relevant to me and the same would be true vise-versa.
What emails do you look forward to recieving and their absence you would notice?
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