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Andy Sernovitz, Word-of-Mouth Expert, is a Metrosexual…
Posted By Bryan Eisenberg On June 27, 2007 @ 12:09 pm In Email Marketing,Word of Mouth | No Comments
Actually, that’s putting it lightly. Andy’s screaming that ProFlowers’ email marketing  thinks he is gay, and he’s telling everyone! Maybe because it’s Pride month, or perhaps the rainbow reference in their copy, but that’s Andy’s impression.
I’m sure this wasn’t Proflower’s intention. It was, however, a poor job of personalization. What ProFlowers did was take a professional relationship and turn it into personal familiarity. They do a fabulous job of personalizing around birthdays, anniversaries, and holidays –but those are set events on a calendar. This is much tougher in a “just because” email for the simple fact that relationships–like the one between Andy and ProFlowers–doesn’t exist on a calendar.
I hope my friends from ProFlowers go ahead and forward the following couple of posts to the email marketers:
I do want to thank ProFlowers, though, for reminding me that I haven’t touched based with Anne Holland from MarketingSherpa in a while–she’s the last person I sent flowers to from ProFlowers. (Apologies to my lovely wife. It’s not what it seems.)
Be proud, Andy. Spread the word!
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2007/06/27/andy-sernovitz-word-of-mouth-expert-is-a-metrosexual/
URLs in this post:
 ProFlowers’ email marketing: http://www.damniwish.com/2007/06/proflowers-thin.html
 holidays: http://www.grokdotcom.com/2007/05/14/dont-scare-the-procrastinators/
 Your Email Marketing Sucks!* Study Says So…: http://www.grokdotcom.com/2007/06/26/your-email-marketing-sucks-study-says-so/
 Why “Personalization” of the Web Scares Me: http://www.grokdotcom.com/2007/06/20/why-personalization-of-the-web-scares-me/
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