Smart email marketing – NOT!

We all get frustrated by poorly written emails and poorly executed email marketing. I felt compelled to write about a company which sadly just isn’t joined up. My hope is that they do read this and maybe sort out the left hand and right hand.

Sovereign holidays are a good company. They are part of the TUI Group. They offer luxury holidays, have good customer service staff, who actually answer your tricky hotel questions by email – they actually don’t go into the standard corporate blackhole mailbox. I have no complaints about that side of the business.

Their marketing department however is a different story. They should know they’ve lost a subscriber, due to blanket email blasting like so many other companies.

We booked a holiday on 2nd August and head off later in October. Why then would I receive emails as follows:

• 21st August – Offer of exception value to Turkey

I’ve just booked a holiday with you – would I really be considering another already?

• 28th August – Great sale weekend and exclusive offers

Once again – I’m really not in the buying mood – I’m looking forward to my holiday in October with you.

• 4th September – Luxury All-inclusive etc

Ahem – now I’m getting annoyed – I’ve just parted with a substantial sum of money to travel with you – I don’t want to spend any more money at the moment and you’re annoying me now.

• 11th September – Enjoy October for less

Err – I’m already going away in October – for goodness sake, how on earth would I take two holidays in October? Do you not know what my schedule is like? You’re now selling double glazing to house which has just had triple glazing installed.

(I’m skipping a couple)

• 1st October – Book now and save over £2,000!

I’m going away in three weeks’ time with you. UNSUBSCRIBE.

Smart advice

Sovereign holidays - add two fields in your email marketing database which says date of booking and date of travel. Be smart about when people are sent emails. Set a flag to email someone two weeks on their return with relevant, compelling offers.

• 13th November – Thanks for travelling with Sovereign – special offer inside to loyal customers

It’s not hard.

To get even more sophisticated, personalised emails which are timely and relevant work. 100% click through is possible.

This article was responded to by Sovereign holidays. To see the outcome click here.

Related articles

• Enhance Your Email Marketing with Social Media (growmap.com)
• Easymsg.com: Mass Email Marketing Made Easy (netwala.blogspot.com)
• Your Blog As A Core Content For Email Marketing (howtospoter.com)
• Free ebook on how to succeed at email marketing based on years of research (being-smarter.com)
• Dos and Don’ts of Email Marketing (craig-edmonds.com)

Related posts:

1. Complaint handling – how would your company rate?
2. Email marketing review and recommendations
3. Free ebook on how to succeed at email marketing based on years of research
4. Marketing plans aren’t rocket science
5. Internet marketing consultants – do you need them?