Tuesday, February 17, 2009

E-Mail Marketing: Convenient or Creepy?

With the ability to track page views, clicks, purchases, etc., Internet marketing brings up a lot of privacy issues – and debates over convenience vs. creepiness. My personal opinion, as a cusp member of the dreaded Generation Y or Me or Millennial, or whatever, is that younger (and future) consumers are (will be) willing to overlook creepiness (ex: “Based on your interest in x, we suggest you check out y” promotional e-mails) for convenience.

Two characteristics make this creepy-but-convenient approach appealing for the younger consumer: We are lazy, and we have ADD. Shopping online via suggestions found in my Gmail, without having to physically go to the store OR virtually search a company’s Web site? Check. Random sale alerts that provide welcome distraction from boring work/phone calls/channel surfing? CHECK.

Another characteristic, however, is slightly at odds with some of the more invasive e-mail marketing (ex: Based on your interest in [insert slightly embarrassing product], we suggest you check out [list of decidedly embarrassing products]): We have very large, very fragile egos. Today I received a message with the subject line: “Amazon.com: What’s New in Romance.” Out of curiosity, I opened the e-mail. The intro copy read, “As someone who buys romance books from Amazon.com, you may be interested in this season’s newest releases…” Below that was a list that included titles such as Dream Warrior, What I did for Love and Kill for Me, accompanied by appalling cover art and fonts, the kinds that tend to be raised and metallic when found on drug store shelves.

What did I buy to deserve this e-mail? I was delighted to receive “The Best Books of 2008” – am I being punished for not clicking through? Or perhaps Amazon knows I’ve flown through countless examples of “chick lit” while dabbling in A People’s History of the United States at a snail’s pace? More likely it was that regrettable Twilight purchase.

It reminded me of an e-mail Netflix sent me with the subject line: “Getting More is Easy.” It read:

Hi Amy,

Want more movies at home?
Relatives coming to town?
Long weekends?

Sometimes you need more movies, we’ve all been there. If this is happening to you, consider one of our other plans that gives you more movies at a time.

Whatever the circumstances, we have a plan that’s right for you.

- Your Friends at Netflix

Well, thank YOU for making me feel like a giant loser, Netflix. I received this message during my first winter living alone… I also happened to be single and denying myself cable television. I believe I was on the two-at-a-time/unlimited plan and going through movies at what was apparently an alarming rate, as it triggered this intervention from my Netflix friends. Or maybe my Tristan + Isolde rental was to blame...

While Netflix’s copywriting follows the advertising tradition of alerting consumers of a problem they didn’t know they had and making them feel self conscious enough to buy a solution for it, I think companies should proceed with caution when embarking on targeted, personalized online campaigns. It’s one thing for a magazine ad to subtly suggest an unknown reader may need a stronger deodorant; it’s quite another for a toiletry company to send an e-mail directly to a prospective customer, with a subject line like, “Amy, do you smell?”

But then again, I’d probably open that message, if only out of curiosity, and even though those slightly insulting e-mails from Netflix and Amazon didn’t elicit direct purchases, I will remember them, and I’m still a customer.

So in summary… as a marketer, I suggest flagging potentially embarrassing products and re-thinking follow-up e-mails; as a copywriter, I suggest staying away from concerned-mom/therapist language; and as a consumer, I suggest sending less suggestions and more coupons.

Wednesday, February 4, 2009

Snuggie Nation

Well, it’s official: Snuggies have taken over our TVs, PCs and hearts. While I was getting ready for work this morning, I watched a Today Show segment about the product, and while the hosts (all snuggled in Snuggies, of course) discussed the craze and ubiquitous infomercial, they pointed out that the ad had been running on a small TV in the background of a prior segment, when they were interviewing Joann Killeen (spokeswoman for crazy octuplet situation) from an NBC studio in Los Angeles. Then while I was riding the bus to work, I read about Snuggies in the RedEye. Two columnists went head to head in “The Snuggie: Awesome or useless?” You can even vote yourself, although my opinion, “Awesomely Useless,” isn’t an option.

According to USA Today, there are nearly 250 Facebook groups associated with the Snuggie, both pro and con (one fan club boasts 5,999 members), and YouTube hosts nearly 300 parody videos. Personally, this is the second time I’ve blogged about the wearable blanket… and I just may add it to my Labels.

And the infomercial doesn’t just deliver entertainment value—apparently these backward robes are selling like hot cakes. Which leaves a lot of people (namely, Matt Lauer—I heart you) wondering why. I’ve already spent way too much time pondering… here’s what I’ve come up with:
  1. The infomercial claims you can reduce your gas bill by wearing a Snuggie rather than turning up your heat, and Americans love to waste money in the pursuit of saving money. (Remember reading about people waiting hours, I assume in their running cars, in line for cheap gas?) And times are tough in this consumer culture.
  2. Adorable name = successful product (ex: Smuckers, Huggies, SpongeBob SquarePants). I’m pretty sure adorableness is the reason I try to work “Snuggies” into as many conversations as possible—it's like a verbal hug! Conversely, I never suggest going to Au Bon Pain for lunch, even though it’s delicious, because I think the cafĂ©’s name is stupid, i.e. I don’t know how to pronounce it. Same reason I’ll never live on Goethe St. Or be friends with anyone who does. (Ger-ta? Gu-ta? Verbal equivalent of tripping over your own feet).
  3. We’re so f-ing cold in this winter’s deep freeze that we’ve lost our minds.

Monday, February 2, 2009

Tagged! 8 Random Things

Becoming Jane tagged me to share eight random things about myself (thankfully easier to come up with than the 25 that are floating around Facebook :)

  1. I’m OBSESSED with Dial bar soap.
  2. My elbows hyperextend.
  3. I don’t like animals.
  4. I complain for fun, not to solicit solutions.
  5. When I see the acronym “ASAP” in a work e-mail, I tend to wait longer than necessary to respond.
  6. I think my sense of direction, or lack thereof, should be considered a disability.
  7. I used to work for a wastewater management magazine. Eek.
  8. I’m precariously content with life at the moment.

Passing the tag...


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