#emailmarketingfail: Unqualified

After the infomercial #emailmarketingfail, I have a short one for you today.

February 14, 2014 9:27:15 AM CST

Good morning,

This message is being sent out to those individuals who may have been determined as unqualified for the (master’s) program in the past.

I don’t even care that you’re offering me a program suited toward my needs. I’m just going to keep listening to the sad trombone.

“You weren’t good enough for the real program, and neither were a lot of other people, so we’re going to try to get your money by offering the dumb-dumbs something.”

I actually love the rest of this email – it’s a call to action to inquire about a new program they’re offering for people who fit a certain profile – but the opening line is just garbage.

Takeaways

  1. Segmenting your list is good.
  2. Telling your contacts which segment they’re in isn’t.
  3. Focus on the positives. Tell us about your new program. Just don’t mention exactly why you’re offering it.

By Adam Bockler

Adam Bockler is a B2B marketing professional, a DDP Yoga instructor, a personal trainer, a multi-time USA Martial Arts Hall of Fame inductee, a blood donor, and many other things.

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