23 Mar 09 Personalised e-flyers VS standard bulk emails
Think about new years eve.
Think about the number of “Happy New Years Eve everyone” SMS messages you receive.
Now think about the people who actually make the effort to personally wish you a happy new years eve or even just merely use your name in the message. Doesn’t that act of consideration immediately strike you as more personal and warm?
Well that precisely, is the reason why you should always understand the difference between personalised marketing and generic blast outs. In summary, generic marketing sucks!
It is common knowledge that your e-newsletter/e-flyer is a great way to keep in touch with your patrons and we all know that people love having cheaper entry and free drinks so they want to know about when you are offering these goodies all the time, right?
Wrong!
The first thing that venues and promoters do wrong is blast everyone that is on their mailing list/database with a promotional email offering anything from half price drinks to cheaper entry. Whether this is an email or sms, you are immediately turning many people away from your promotion.
Why?
Well let’s face it, chances are that you probably sent something out fairly recently with a similar kind of offer, and you have had many optouts from your patrons since they don’t want to be flooded with emails from you so often. And if that didn’t do it, what about the fact that you are sending out just a generic email to all those on your list, suggesting that you don’t really think you should take the time to communicate to your patrons on a person level?
The solution is simple. Here are a few things you can do to make your e-flyers more effective:
- Use the #name or !name commands for the patron’s first name to be added in the email giving it a more personalised flavour.
- Do not send mass email/sms to every contact in your database. This is a turn off.
- Categorise contacts into your different nights and market accordingly so that your not cross-promoting to two diverse sets of crowds.
- Use scheduling to market birthday packages to those in your database with an upcoming birthday.
