Email Marketing

what is wrong with this email 2I got in touch with a local bottled water company today for a quotation, and was disappointed when the call centre operative just took my name and email and send he would send me a quote.

Not a single question asked regarding my needs.  No personal service, just gimme-your-name and gimme-your-email.

Imagine my shock when I received the following email quotation.  If a company delivers this kind of initial sales experience, what kind of service will they give me in the long run?


So, what is wrong with this email?

To put it bluntly, it is a perfectly blank email with a PDF quotation attached.

Where’s the marketing niceties? At the very least I would expect something like Dear Mrs Hallam.  Thank you for your enquiry.  We’d be delighted to be of service. Here is our unbeatable offer. I don’t think they really want my business, do you?

Where’s the company branding? Do you have any idea who the email is from?  Where’s the company logo, the web address, anything?  The graphic means they’ve have a royal warrant of some sort or another.  Would Prince Charles be proud of this email?  Shall I forward it to him for comment?

Where’s the legal stuff? How about compliance with the Companies Act which requires company name, address, registration number, registered address and all that other business etiquette and statutory requirements niceties.

Where’s the call to action? Please return this signed contact in order to have your water and we’ll have your water delivered just as quick as a flash.

You call that a Subject line? The subject line “Quotation” is neither use nor ornament.  Quotation for what?

Will they get my business?

Of course not!

PS – if you ask nicely I’ll tell you who the email was from…


5 responses to “What is wrong with this email?”

  1. Lucy Cadman says:

    Dear Mrs Hallam,

    Thank you for posting such a useful and interesting insight into how not to send a marketing email.

    Would you please be kind enough to tell us who the email was from?

    With kindest regards,
    Lucy Cadman

    PS. Was that asked nicely enough …?!?!

    Seriously – what an awful email!!!

  2. IT Donut says:

    Also, is the attachment pointing to a local server at the senders end?

    Double fail.

  3. Peter Simcoe says:

    This is [potentially] a classic example of a company that finds itself in the situation of having so many layers of management and staff that along the way customer care and service has been forgotten or disregarded by the people at the front line. If the CEO or MD of the company saw this email they would probably be very unhappy but somewhere along the chain of command and publicity there has been a failure to notice or care about this type of output. Personally, I think there is a dilema between the discounts a large company can offer and the personal attention you can receive from smaller companies who are ‘hungry’ for the work and to keep their customers happy in the short and long term. I know that, with my own company [shameless plug –] I am constantly monitoring the quality of public facing communication because my business and reputation as a freelance designer depends on it but should I employ a Simcoemedia marketing executive….they will never care about the business as much as the business owner themselves [me!].

  4. Jo Rammell says:

    Dear Lady Hallam,

    One believes that even with some sort of Royal crest, they should be sent to the tower and have their heads chopped off:)

    Have we asked nicely enough yet to find out who they are??

    Happy new year, by the way… I’m still being nice to you!

    Jo Rammell

  5. Heather Maitland says:

    But I get completely blank emails from arts organisations all the time – and frequently from several of the audience development agencies who are supposed to be advising them on how to make their emarketing more effective! Why? They consider the job done as soon as they hit send so are not checking rendering and have been sold some ghastly proprietary software that encourages them to send a single large image (presumably so they can re-use leaflet artwork). Peter Simcoe is right – it’s a management issue. Of course, the exceptions are those that have been on Hallam workshops!

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