I think the amount of spam has been taking a disturbing uptick lately. Why? I think in the past few years there has been a programmed theory that email is dead or just for old folks and these days that everyone communicates via text messaging and Facebook. I have to admit I was starting to go down that path but in the past year I've change my mind. I think email is back and better than ever. Why?
People don't bookmark websites any more. Information is pushed to people via Twitter, Facebook, Search, YouTube, RSS Feeds, and yes email. Big websites seem clunky these days. Light, fast, branding sites seem more appropriate and while building those big sites are often a boon for agencies, I think marketers should really ask themselves, do you need a big website?
Now, back to email. I think some companies have let their database marketing skills slip because FB and Google seemed sexier and that real predictive modeling and database marketing are not skills you get by reading Mashable. That's why when I got this strange email from Live Nation I laughed out loud.
Yes somehow I got an email offering a free Barbara Streisand collectible from the Barbara Streisand's store. I have never, ever even clicked on a link for Barbara Streisand and can honestly say (really write) I don't think I can name a single song. Now, how would Live Nation get my email?
Oh, that's simple. Bruce Springsteen merchandise which makes this email on Barbara Streisand even more bizarre. The music genre couldn't be any more different, in fact the only things Bruce and Barbara have in common are the initials in their name and that they are both liberals.
Clearly the folks at Live Nation have no clue how to run an email marketing campaign. There can't be any flag in the music industry that puts these two audiences together. I would have unsubscribed but I thought to myself that perhaps occasionally Live Nation will get how emails really work and send me an email I could use. Streisand?Really?
As email returns to popularity I hope real database marketing skills returns also.
PardonMyFrench,
Eric
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Posted by: WORLD MUGHAL ETIHAD | February 06, 2012 at 07:50 AM