Email Marketing Hall of Shame!

Like most of us, my email get’s slammed with junk messages and spam.  I get more than 150 legitimate emails on most days so unnecessary spam can be especially frustrating, especially when it’s so poorly done.

That being the case, there are some email lists that I subscribe to and find educational.  I don’t mind the advertisements spread throughout because I recognize that the email author is compensating for the cost of my free education by selling advertisement.  Sometimes, targeted advertisement even catch my attention.

However, the spam I received today was especially frustrating because it involved two companies that can do so much better (and ought to know better also).

Connecting Northwest Arkansas publishes a great magazine that appeals primarily to the supplier community as it follows the latest happenings at Wal-Mart.  Lindsey is Northwest Arkansas largest real estate company with over 700 million dollars in real estate listings.  Combined they delivered a spam email to my inbox today that violates every rule of effective email marketing.  The message follows: 

 I offer a few easy tips to improve next time:

1. The subject line read “Lindsey Management”.  There was no incentive or reason for me to even view this email.  Hook me with a subject line that draws my interest in a sea of emails.
2. Include the advertisement as part of an educational email about real estate in NWA.  Surely Connecting NWA has a story of interest regarding the real estate market in NWA.  Bettery yet, have one of Lindsey's Brokers write a great article.  That would establish credibility.  We’re currently going through the process of looking at new commercial space or property to build.  An educational article about real estate in NWA would grab my attention.  Lindsey could then offer some kind of special promotion or incentive that may cause me to click.  This leads to the most important, non-negotiable, got to do it suggestion…
3. Include a link to a website to learn more.  I’m not going to pick up the phone and call an office number.  We all have friends or relatives that are Realtors.  Don’t sell a name or number but a service or company.  Sell using a link that continues the full conversation online.  The goal of any email marketing campaign is to get the customer to your website and grow the relationship!  Without a link, there’s not even a good way to track the results of this campaign.