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Thursday, Apr. 23, 2009 at 8:11 am

Let’s Not Be This “Clear” With Our Email Marketing

By Bryan Eisenberg
April 23rd, 2009

I am a big advocate for Clear. if you haven’t heard of it before, Clear is a high-tech card that gives you access to express security lines at airports across the country. Instead of inching along through airport security, you fly through in mere minutes. When you travel for business and have to wait in long security lines the cost of clear is a no brainer.

As soon as Clear had a lane at the Delta Terminal at JFK, I signed up. I’ve told many people about the benefits of using the Clear card. In fact, I’ve already renewed my membership for a second time.  I am subscribed through 2013. Makes me wonder why do the keep emailing me over and over again to sign up for a trial membership? Oooooops!

Clear really needs to spring clean and segment their email lists better. Sending your pre-existing customers offers that are irrelevant is just like sending sp&m.

I do have a recommendation for them.  Why not send an email to their customers who renewed a special invitation code with a great deal they can pass along to their friends. If I had an offer like that I would gladly share it with you.

What do you think they could do better? Please share your ideas.

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Comments (11)

  1. I find it odd; that a company that is the business of using unique biometric identifiers to fast lane airport security, and clearly (look at the “To: Bryan Eisenberg” in the header) has your first and last name in their database – overlooks it all and sends you a generic one size fits all mass email offer.

  2. Dan,

    The thing is it isn’t even the first time I got this type of email from them.

    Bryan

  3. It amazes me how companies with rich databases continue to do this. I get emails from a number of companies I spend with asking me to join while others welcome me back as a loyal customer when I’ve never bought before.

    As you said these feel spam like and really harm the harmony between the consumer and brand.

    I know it’s a pain to have to segment when you don’t have it setup in the first place but hopefully we can begin to get the companies who we like to stop this practice.

  4. It never ceases to amaze me when Bluefly (and Macy’s, Bloomingdales, Urban Outfitters etc etc) send me e-mails about their dress sales. It SEEMS like a no-brainer to scrub/segment your email list but so many are just too lazy to do it!

  5. I recall many years ago when I was working on the direct mail account of Sears. We wanted to be able to send mail (postal) to people with certain identifiable purchase patterns.

    Obviously, these names were somewhere in their data base. When we asked for the sort, we were told they didn’t have it. Apparently the the database designer failed to include a sort key for certain information (I bet he got paid anyway)

    Or we were told is was too expensive to drill down into the data. No thought was given to the possible rewards, just the effort required to get there.

    Of course, we know what happened to Sears.

  6. Email marketing is very useful, but I often receive many spam emails.

  7. Email marketing is very useful, but I often receive many spam emails.

  8. Email marketing is very useful, but I often receive many spam emails.

  9. Email marketing is very useful, but I often receive many spam emails

  10. The irony of the last four comments is SNL material.

  11. Obviously, these names were somewhere in their data base. When we asked for the sort, we were told they didn’t have it. Apparently the the database designer failed to include a sort key for certain information (I bet he got paid anyway)

    Or we were told is was too expensive to drill down into the data. No thought was given to the possible rewards, just the effort required to get there.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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