Oh Na, Na, Na, What's My Name?

By Hannah Wakeman

25 October 2011

Here at SpiderGroup, we’ve recently stepped up our marketing efforts – and this year, we’ve tried a number of strategies: PR, events, telemarketing and e-mail marketing.

This week, we’ve focused on e-mail marketing; and what a stressful week we’re having!

With great intentions we created four e-mails that would go to various databases and we out-sourced the distribution.

Rather embarrassingly, the marketing company’s file got corrupt and everyone who received the e-mail was greeted with the wrong name. Kerry was called Richard, James was called Graham and so on.

What’s more, the e-mail came from our brand new Business Development Manager, Chloe, to serve as a ‘nice’ introduction. This obviously back-fired!

Was it all bad?

Not entirely. Within an hour, we had four people register for our event in November. Though I’m not sure this is adequate compensation!

What did we learn?

E-mail marketing works, though it’s much better to be managed in-house, where you control who gets it. When a mistake is made, apologise immediately! (Within two hours, we had contacted all those who replied to the e-mail, and our apology letter is about to be sent from the Director)

Does e-mail marketing work?

We’ll let you know! This has certainly got us some attention, granted it’s not all good, but we’re going to do our best to turn the experience into a positive one. We will of course keep you ‘posted’.

We’re very sorry

Apologies once again, if you were one of the people who received our e-mail. We appreciate that you are fond of your name; we’ll make sure we get it right next time. Please contact James directly if you wish to make a formal complaint.

Alternatively if you wish to add yourself to our mailing list, please e-mail your full name to Chloe.Wheeler@SpiderGroup.co.uk

For more information, call us on 0117 933 0570 or fill in our contact form and we’ll get back to you.

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