Dear Omaha Steaks,
Please leave me alone. Since I purchased your mail-order steaks on a lark a few months ago you have been bombarding, no make that SUFFOCATING me with marketing messages.
I had an urge to try your product when I felt I was getting a promotional bargain. Since then, you have been sending me at least one usually three e-mails everyday.
When I didn’t respond that way, you had the gall and audacity to CALL ME?!? Others have said that you call them too. Almost as much as you e-mail me.
I’m starting to resent your company and your product. Your marketing plan has really moved me to action. Today, I will opt out of your e-mails and I probably won’t purchase another burger from you ever.
In the first week since I received your steaks packed in dry ice, you have sent 15 e-mails with additional purchase opportunities. I haven’t even tried your steak!
I don’t know what banshee you hired to do your marketing, but they are ruining your business. I see that others have tried to persuade you that this is marketing folly, but you obviously see a return or I think you would stop.
Do yourself a favor and look long and hard at your marketing strategy. I can’t believe that I’m the first or only one telling you this. Seriously, I’m considering becoming a vegetarian to reduce the stress your putting only red-meat heart.
Try standing out rather than just continual rapid fire of bargains that really aren’t bargains, just a shifting of your price point configuration.
Oh, I know things!
Perhaps you could slow down to once a week and make your e-mails about how to cook your steaks. A tasty recipe will make me want to use your product and if I like it, I will have to buy more.
It’s just a suggestion, but a cautionary tale for other marketers: Frequency works best in mass media. Personal e-mails are a personal space where frequency can actually backfire on the marketer. If you want to engage your customers from repeat business, respect their space.
Gus Pearcy Communications
Call me, I can help you.