For Christmas I bought my wife a bracelet made of old typewriter keys from a web retailer called Uncommon Goods. I'm not providing a link because I'm upset with them and don't want to easily send them any business. You can Google them I suppose, but you'll have to find them without my help.
I'm upset because they have ignored my wishes when it came to contacting me. When I bought the bracelet, during the checkout procedure they asked whether I wanted to receive periodic emails from them. I said NO. My inbox was swelling and I knew where to find their website if I wanted to browse so, no deal.
Yet, despite declining, I have received regular email solicitations from them since January. Not only that, but their email messages make it difficult to opt out. They may meet the letter of the law for email solicitation, but they violate the spirit.
Check out the one I received today. They use 7.5 point blue type on a black background at the bottom of the message. It was so impossible to read that to unsubscribe, I had to copy the text from the email and paste it into a Word document so I could change the text color to black and read it on a white background. Only then was I able to follow the link and unsubscribe.
The font and background colors may be browser-related but even so, shouldn't they check the performance of their emails in a variety of browsers and email clients to ensure they perform in them all?
The fourth step in PyroMarketing is to save the coals which means keeping a record of the people you encounter through your marketing efforts so you can quickly and cheaply contact them in the future. You collect to connect; you to them, them to you and them to each other. But only connect with consumers if you have their permission. It doesn't matter how many people are on your email database if they don't want to hear from you. Just look at the damage Uncommon Goods has done to its relationship with me.
If they had honored my request, then as my wife's birthday approached I may have browsed their site looking for ideas. But, because they ignored my wishes and sent their email anyway, I no longer care to do business with them.
Respect the people on your database and you'll turn them into customer evangelists. Spread the fire. GS