ENOUGH with the Popcorn Already!!

By Julie Dural on December 19, 2008 2:46 PM | | Comments (0) | TrackBacks (0)
 

About two years ago, I bought a tub of popcorn for my boyfriend for Valentine’s day. I know it sounds weird, but he’s crazy about this particular kind of chocolate-covered popcorn. I did the usual - ordered online, gave the company my information and yes, checked the inevitable box that said that I didn’t mind if they sent me their offers via email. 

Until recently, it’s been a pretty standard stream of deals coming through.  I'd receive an offer once a month on the "regular" months and two or three offers around any holiday where popcorn presents would be appropriate. And then December hit. The following are subject lines that filled my inbox this month:

  • Save 35%: Deal of the Day for Thursday, December 4th
  • Deal of the Day for Friday, December 5th
  • Deal of the Day for Saturday, December 6th
  • Deal of the Day for Sunday, December 7th
  • Deal of the Day for Monday, December 8th
  • 2 Weeks Until Christmas Sale: Save 25% (Dec 9th)
  • Deal of the Day for Friday, December 12th
  • Deal of the Day for Saturday, December 13th
  • Deal of the Day for Sunday, December 14th
  • Deal of the Day for Monday, December 15th
  • Free Shipping Still Available + Deal of the Day (Dec 18th)
  • Deal of the Day + Christmas Shipping Information (Dec 19th)
Now mind you, the ONLY thing that this company offers is popcorn and nuts. How many different ways could you try to sell popcorn and nuts in a month, you ask? Apparently TWELVE so far- and the month is not over. As an email marketer, I chose not to unsubscribe (as I’m quite positive many, many people on this list did) because I was intrigued at their seemingly desperate attempts to peddle their corn. Day after day I checked my email and sure enough, there’s my offer. I’m not sure their rational or tactic, but they did skip over four days, and all four were weekdays.
 
In researching this, I’ve found a lot of people in my industry have also pointed out the same mistake in other well-known retailers. Times are troubling, spending has been kept minimal this holiday season and no one knows what the future holds. Many seem to think an easy solution is to remind customers again and again that it’s still Christmas and there’s great deals. 
 
While we all know email marketing is very effective, it can easily turn ineffective when a company doesn’t take the time to think about their actions. If I haven’t clicked on a single email in over a year, common sense should tell you I’m not a frequent customer, and sending me twelve emails in a matter of three weeks is going to force me to unsubscribe. And speaking of which, I’m heading to my inbox right now, and that’s exactly what I’m going to do!

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