I am subscribed to email newsletters from all over the world. It goes with the territory. So late November is always an interesting time, as marketers who have ignored my requests for their email newsletters all year wake up and flood me with special offers, solutions to my Christmas conundrums etc.
What fascinates me is the absolute lack of planning in this - nothing for ten months then three in a week. Did I sign up to receive it? Often, I can't remember. This year I bought my presents early, so they have missed my custom. Shame in some cases, as a few have some good ideas.
If they had spent the year teeing up their seasonal bonanza, I might have factored them in to my reckonings - spent a few dollars with them.
Most of these marketers are suffering from a syndrome that seems unique to email - the "that's what I do" syndrome. It does not exist in other media where campaigns are planned. Email marketers seem to assume that their behaviour is typical, and structure their actions around this assumption, in the process making the proverbial ass out of me and themselves.
Christmas gets earlier each year. If someone bothered to tell me in September that they would have some fantastic Christmas specials, and to watch out for them in November, then I might do so.
It is the besetting curse of email marketing that the immediacy of email, seems to have been assimilated into its planning. "Lets do this...now". A planned and structured campaign will always work better.
More on these Christmas emails shortly.
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