How to lose more customers than you win.

I just went to an email seminar given by Campaigner and BrightWave Marketing. Learned a great deal about relevancy and email marketing. I also got a few good resources for more information. But that is not the purpose of this blog.

At the seminar I sat next to the owner of a small e-commerce company. Upon getting home I visited the Web site and saw an offer in a small banner at the top of the page: 10% off to residents of North and South Carolina.

I live in New York. I was in New York.

Now this may have been a failed attempt to target by IP address. Or they may have been advertising in North and South Carolina. If it's the former, there's nothing I can say but test, test, test. If it's the latter, a separate landing page for the promotion is probably in order.

Now, here's another idea for a home page promotion. This site's product is one that I would buy for my home. Maybe offer that discount in areas being hit by the San Diego wildfires. Open the offer up to any area that's eligible for FEMA relief. Turn it into a form of cause related marketing.

Just a thought. Now let me get back to work.

Congratulations, you just married a great guy. Me.

A little while back I saw a couple of concepts for a "getting started with your new service" letter. The headline on one letter said, "Welcome to Name Service." On the other it said, "Congratulations, you now have Name Service."

It's easy to see how a product-focused company might congratulate a customer for all the wonderful benefits the new product will provide. But a customer may think, I just gave you my money and you respond with "congratulations on picking me?"

This is a bit like the groom telling his bride how lucky she is. How long will the marriage last?

On the other hand:

"Welcome."
"Thank you for your business."
"We look forward to being of service."
"Here's how to use our service."
"Let us know if there's anything we can do."

I believe that is how a customer-focused company gets a relationship off on the right foot. And if the sentiments are sincere, the customer relationship may last longer than some marriages.