Internet marketing resources, ecommerce web site design tutorials and  just for fun - free cell phone ringtones!
  Taming the Beast - quality web marketing and ecommerce development services

We miss you, valued customer

Posted by Michael Bloch in web marketing (Wednesday December 1, 2010 )

That was the subject line of an email I received recently. It wasn’t spam, it was from a merchant I’ve spent a bit of cash with. Obviously I’m not missed enough if they don’t know my name :).

But wait, there’s more:

“Dear Valued Customer,

It’s been a little while since we last saw you at AAAAAAA. So we thought of sending you a note to say Hi and to let you know, we miss you!”

It’s nice to add a bit of a personal touch in your email marketing, but if you don’t have the person’s name (this mob did), it’s better to leave it out than use some sort of lame placeholder text as it becomes even more apparent this is not a personal email. Not specifying anything at all is easily done with most email marketing software applications by just leaving the default blank.

“We miss you!”

… would have been fine; no need to then dilute that sentiment by then immediately indicating how insignificant I am.

“Hello” as an opening salutation would have been fine too.. I think “Dear” is a little dated and too familiar for a marketing email.

Still, I guess the “valued customer” reference isn’t as bad as one big name merchant that continues to refer to me as “Dear 89987889”, even though they have my name on file as well.

I point these things out as many small online business owners look to the big brands for ideas in their email marketing and general promotion. Just because a company is big, it doesn’t mean they always get it right and often it’s their inertia that allows them to barrel through and ignore some of the good practices they should probably be observing.

It’s a bit like an avalanche – it gets to the bottom of the hill fast enough, but bowls over a few trees and flattens a few animals in the process. That’s fine for the big guys, but for the small online merchants, every tree and bunny counts :).


Email marketing software review


Comments for We miss you, valued customer

No comments yet.

Sorry, the comment form is closed at this time.