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Friday, August 29, 2014

Email marketing mistakes can cause consumer panic

By Andrew Reilly

One of the best things about email marketing is that it can provide you with an opportunity to communicate directly with your clients. However, one of the worst things, on occasions, about email marketing is that it can provide you with an opportunity to communicate directly with your clients. While this is generally a positive thing, if your email marketing strategy is poor, or a mistake occurs, you may regret being able to reach the inbox of your clients in a swift and timely manner.

Email marketing errors to avoidThis has been the case recently for Carbonite, a company that provides a backup service. The firm sent an email out informing clients that they had a total of zero files stored in the cloud. The email, which has been put down to a glitch suffered by the email marketing team, caused a great deal of consternation for many customers, both current and former. If you were no longer a client of the firm, you would be annoyed at being informed of the fact that you had no files in storage, which you knew to be the case. If you did have files stored in the cloud, you would start to panic, worrying about whether vital documents had been lost by the firm.

The cloud is an important part of work and operational duties for most firms and people in the modern era but when cloud computing and storage doesn’t work, there can be huge consequences. This is why the thought of losing all of your data or documents can be a terrifying situation for many people. This means that the email sent out by Carbonite would have been a massive PR blow for the firm, even if their clients didn’t actually suffer any data losses.

It didn’t take long for affected users to make their way to social media in order to complain about the service they received. Bad customer service has always been passed on quickly but in the current climate where social media rules the roost, customers can complain and moan like never before. This means that news of the Carbonite spread far and wide in next to no time.

This incident would have been bad enough for a firm but worse was to follow after the company managed to send out a block email informing clients that their free trial of the services offered by the company was going to conclude on the next day.

A bad news day got worse for the firm

It turned out that the email was received by a number of users who had long stopped having a Carbonite subscription, and even more worryingly, the email was received by some users who had never signed up for a Carbonite account in any way, shape or form.

The firm was now in full fire-fighting PR mode, assuring clients with accounts that their subscription was not set to end and that if clients did have data stored in their cloud, that everything was safe. One of the vice presidents of the firm sent an email to the affected customers, apologising but stressing the fact that everything was safe and the incorrect emails were caused by glitches in their email marketing software.

Even though it can be helpful to have a handy scapegoat when it comes to getting out of a problem, blaming software or an external provider isn’t going to have any impact on the firm. When a consumer receives an email from a firm, they don’t stop to think whether this has been received from an external company working on behalf of the firm, or whether it has been provided by an email software firm, they only think of the actual firm that sent it out.

This is why it is important for businesses to ensure that they work with firms, including email software providers, that can be relied upon for an effective service. This is why working with a firm like Wizemail will make a difference because you can rest assured that you receive the best level of service possible. Trusting in a well-regarded and highly respected email marketing firm, provides you with one less thing to worry about, enabling you to fully focus on your core strengths and activities.

It is not as though Carbonite has suffered a fatal blow due to these emails sent out in error, but it is not as if they have helped to boost the firms identity or image either. When it comes to creating a strong and viable image, there is a need for firms to think about every aspect of their communication channel, including their email messages.

About the author: Andrew Reilly is a freelance writer with a focus on news stories and consumer interest articles. He has been writing professionally for 8 years but has been writing for as long as he can care to remember. When Andrew isn't sat behind a laptop or researching a story, he will be found watching a gig or a game of football.

Image license: PCL-BO; CC BY-SA 2.5