How to get customers to not opt out of your e-mails.

Today, I made an important decision for the benefit of my sanity and mental wellbeing.

I decided, after receiving my third marketing e-mail from a random company instead of the important e-mails I’ve been waiting for, that it was finally time to opt out.

That’s right. Today, I’m opting out of every single marketing e-mail that I receive. And I think that you should, too.

There’s a good chance that I’ll catch a bit of hell for this. After all, I have been a member of the sustainable design and “green” marketing community for a while, and the green marketing community loves to recommend the e-mail newsletter. As does the SEO community, and the folks who tell you that social media is all about providing “useful content” to your audience.

I’m not saying those folks are wrong. I’m saying that it’s really easy to step over the line from “wow, this is useful!” to “damn, this is annoying.” And many marketers, especially from bigger brands, cross over that line repeatedly. For example, during the unsubscribe process, I discovered that AAA had me signed up for no less than seven e-mail lists. Citrix (who makes GoToWebinar and other products) had me signed up for eight. I have no recollection of signing up for any of these lists, and the couple of lists I did sign myself up for (DailyOm, Self Magazine), send me 2-3 e-mails daily that end up in my trash bin.

So, let’s say you are a marketer, and you do want to send an e-mail newsletter? How do you make sure that you don’t end up with a bunch of fed up customers unsubscribing from your list? Here’s a couple of things I noticed about the e-mails that I actually read:

1. They’re personal. Not necessarily personal as in directed towards me, but personal as in they share something of the person I’m getting it from.

2. They’re occasional. My friend Colleen, the Communicatrix, sends her newsletter maybe once a month. It’s a long one, but always entertaining, and always has some interesting perspective on life, business, and Everything. If I got this every week, I’d probably get overwhelmed (as would she!), but once a month or so it’s nice and digestible.

3. If they come more than once a month, they’re mercifully short. Let’s face it. We’re all busy folks. Who has the time to read a weekly, or even daily, e-mail? As a small business, who has time to write that? If you do want to send something more than once a month, try doing 2-3 times a month at most, and keep it short. Marketing Mentor’s newsletter has been a staple in my inbox for years now, and it’s because she keeps it short, focused and useful.

4. They involve things I actually want to read about or see. This is where subjective preference comes in. As much of a yogi as I am, I find Gaiam’s products expensive and rarely worth the price (and the constant spam, both digital and paper, has been a hot button for me for a while now). But Modcloth can send me as many e-mails about clothing specials as it wants to. I may not buy anything, but I always have a moment to ogle retro-inspired dresses.

While you can’t control all of the responses that your users have to a campaign, there are some things you can control. Keep it short, relevant and occasional. Most of all, show respect for people’s time and energy. There’s a lot of information out there, and the last thing you want to do is contribute to the overload.

Article first published as How to Prevent Customers from Opting Out of Your E-Mails on Technorati.

April Fool’s Joke, or Menu Innovation?

If you’ve ever been to a Boloco, you know why it’s awesome. They provide a very interesting, and (often) healthy twist on classic burritos, and are one of my favorite places to eat in the Boston area when I need something quick but don’t want to deal with the aftermath of fast food. Beyond just the burrito and smoothie options (and quite delicious coffee, which you wouldn’t expect from a burrito shop), one of the best things about the company is their employees, and their attitude towards the brand – it’s simple, bold and clean, with tongue placed firmly in cheek, just the way I like it.

As a fairly loyal customer, I get occasional e-mail updates (happily) from them letting me know what they’re up to. Every year, they send out a mailing on April Fool’s day that borders on brilliant. Generally, it deals with some knock that they’ve had in the media, or “major change” they’re rolling out, and this year was no exception. What was an exception, however, was that the “major change” they were talking about actually seemed like a great idea. From the campaign:

But here’s why all of this matters… we’re pulling out of the “bigger is better” race.  Yes, officially, we give up. Even though our recent test size “XL” and our recently implemented “Original” size (larger than large) had some fans saying to themselves “Wow, boloco finally gets it”, we’re just tired of playing a game that can’t be won – by anyone.  Therefore, we’re going to make a hard, swift, 180 degree turn effective immediately. Beginning today, boloco is no more. We are now:

Miniloco logo 4-1-10And we EXCLUSIVELY sell only mini things in all of our restaurants. Mini burritos, mini bowls, mini shakes, mini salads, mini wraps, mini smoothies, mini chocolate chip cookies, mini breakfast burritos, mini everything.

Here’s the thing: I love burritos, but one of the things that keeps me from going to places like Anna’s and Chipotle et al. is that for whatever reason, these restaurants think that a normal burrito has to be some oversized bohemoth of rice and meat that no human should actually try to fit into their stomach all at once. This is one of the things I love about Boloco, in fact – the fact that their “regular” size is actually a normal human-size burrito, and the fact that I can ask them for things like “half rice, twice the veg” and, for the most part, they understand and gladly accommodate.

So why not put a mini-burrito on the menu? Not the snack-size burritos that they normally make (which, while delicious, are rarely quite what I’m looking for), but an actual, half-size burrito? When I handled the food for Design4Drupal in Boston last year, they gave us buckets of said mini-burritos, which gave the attendees the option to sample different flavors, and also the option to have a snack later if they needed it. Why not make it a permanent addition to the menu (if they haven’t already)? I’ll bet there’s a bunch of people out there like me who would love to see that when they’re hungry, but don’t necessarily need a huge meal.

The lesson (for me, at least): Sometimes the best ideas come when you stop taking yourself so darn seriously.

An open letter to Yes! Magazine

I’m not one that normally subscribes to a ton of magazines. A few that are important to me I keep around; HOW, Pink and Yoga Journal are subscriptions I’ve maintained for years, and I refer to them again and again. Yes! Magazine I subscribed to for a year, mainly out of support for its message of personal responsibility, sustainability and social change. However, when I decided to let the subscription lapse (I just wasn’t reading it), I started receiving direct mail from them every other week for the last three months. Finally, I sent them this letter today, after receiving my fifth “final notice” from them.

Dear [Subscription Manager],

Thank you for your passionate interest in my continued subscription to your magazine. However, I feel that I should inform you that today’s direct mail solicitation is, in fact, the fourth or fifth one that I’ve received from your magazine since my decision to let the subscription lapse. This is in addition to at least three e-mail solicitations. As a magazine that purports to be pro-sustainability and positive social change, how do you justify the incredible amount of paper and digital waste involved in trying to re-secure my business? Is this something unique to me, or do you do this to all readers who decide to let their subscriptions lapse?

Again, thank you for your interest, but I have decided that Yes! Magazine is not right for me. Have a wonderful week, and best wishes to you.

Sincerely,

Dani Nordin, principal

the zen kitchen

Trackback URL for this post:

http://tzk-design.com/trackback/96

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Specialty Food Marketing: It’s Not Just About the Product

On Sunday, the Daily Recordin New Jersey posted a great article on a new Food-Preneur Boot Camp program at Farleigh Dickinson University, which helps specialty food entrepreneurs learn the ropes of creating, packaging and marketing specialty food products.

A couple of quick highlights from the article:

”The Food-Preneur classes are gaining traction because nobody else is offering them,” [Domenick] Celentano [of Celentano Company] said. “Food is a popular business for people to start because they can create the prototype products in their kitchen.”

Also, the specialty-food industry is booming to the tune of $50 billion a year, he told participants. It rose more than 24 percent between 2005 and 2007…

While the article makes some interesting points about why to go into the specialty food business, it also makes the point that it’s not just about creating something tasty and expecting people to love it. 90% of all specialty food products (and processed food products in general) don’t succeed. So how do you make your product stand out?

One tip is to have good packaging. According to the article:

Good packaging informs customers about a product in addition to preserving and protecting it, she explained. Great packaging also attracts them to the product. Holding a bottle of Demeter’s Pantry Taste of Crete Organic Olive Oil, she said it stands out on shelves because of its gold foil top and its bottle tag, which offers information about the oil and the story of the company.

But going further than this, I feel that the brand and website of a product also makes a huge difference in the success of a new product, especially when the product is intended as a luxury/gourmet item. The more expensive the price point, the better your brand needs to look; customers who are purchasing these productsoften care as much about how it looks on the shelf as they do how it tastes.

By the way, the same holds true for body care, wine and candles, where customers time and again will actually make purchases based exclusively on packaging and/or scent.

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