October 3, 2017

The email marketing Darwin Awards

And the winner of the worst email this year goes to… (drumroll)…

Infusionsoft.

Take a look at it below, and see what grabs your attention: (click to enlarge)

Infusionsoft email

Full size image

Let’s start at the beginning, with the sender name. I’ve met Peter Roth a couple of times, but if my memory was any worse I wouldn’t have opened the email.

In the last week I’ve received emails from Infusionsoft under the name ‘Sarah Schmidt’, who I’ve never met, and now Peter Roth. Why not just use ‘Infusionsoft’ as the sender identity?

There’s a real consistency issue here. The email from Peter also appeared under my Gmail promotions tab, probably because Gmail has no history of interaction with him.

Always use the same sender name and sender email address. If multiple people at your company send marketing emails, use your company name as the sender name.

Next, the email is in Spanish, inviting me to a lifecycle marketing training event in one of my favourite cities, Bogotá. The problem? Bogotá is 5240 miles from Sheffield.

To be fair to Infusionsoft, this email arrived to a different email address than my partner email. So effectively I’m in the database multiple times under different email addresses. Maybe one of those contacts is my Colombian alter ego?

Also, if you’re going to send me an email in Spanish, why keep the tagline ‘GET ORGANIZED • GROW SALES • SAVE TIME’ in English?

Good email marketing has two elements. One is good content (which I’m unable to comment on in this case). The other is intelligent use of data. You need both.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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