Targeting your marketing efforts has always been important, but it’s even more important when it comes to email marketing. We live in a time where consumers are becoming less and less inclined to give out their email address, so making sure emails are relevant should be high on the priority list. Here’s an example.
I like to shop at GUESS and remember giving them my email address during the checkout process several months ago. They had just launched their rewards program and it seemed like a good idea so I didn’t mind giving over my info.
Last night when I got home I noticed that my friends at GUESS sent an email. The subject line was, “Trend Alert: Leggings & Tunics + Shop New Handbags.” I immediately put my marketing hat on and thought to myself, “Surely there will be something for guys in this email.”
I proceeded to open the email and to my surprise it was 100% female focused. Guess what happened when I clicked on the graphic ad? Yup, it took me to the Women’s section of their Web site.
I would have thought a company of this caliber would be a bit more on top of things, especially since they seem to be doing things right in the world of social media. And what’s worse is that I actually like shopping at GUESS. Had they sent me something relevant it would have been highly likely that I would have paid closer attention to the email and took some time to look around on their Web site. Instead, the email resulted in me trashing it and posting the following message on Twitter,
“Given that a GUESS email just told me “leggings and tunics keep your look sexy,” I don’t think they target their emails.”
Target your efforts and you’ll not only help yourself, but it will be appreciated by your customers.
[…] The reason being is that I now get one or two emails from Guess a week and an overwhelming majority of them have to do with clothing for females (previous example). […]