Am I really a naughty 10-year old?
Posted by Dominic Yeadon 22 Jun 2010
This week's Masterclass is all about the hidden messages you sometimes accidentally send out in your e-newsletters.
 Every now and then you look back at an issue you sent out and think: "did I really say that?" In the cold light of day it doesn't read quite so well.
I get the RCS e-newsletter, either because I signed up or more likely because I am a customer. Either is fine with me, I buy from RCS http://www.rcs.plc.uk (great prices and service, my free plug) and I read their e-newsletters.
I did a double-take on the subject line of a recent RCS e-newsletter though. The subject read: "Disappointing take up of RCS competition!!" (note the double exclamation marks).
Suddenly I felt like a naughty 10-year old! Was I really being scolded by RCS for not entering their competition?
Or was this a clever/funny subject line? I just had to open and see.
It appears that their marketing team were feeling a bit unhappy about their recent "Win a TV" promotion only receiving 67 correct entries, and had now sent out a chaser. But were they having a go at everyone on the list who didn't take part? And was this new e-mail meant to pressure us into now taking part? I was ten years old the last time I was told (by a disapproving grown-up) that they were 'disappointed' in me. Space hoppers were in.
OK so RCS were disappointed but why share it with us? Were we being told off like naughty children? Or were they questioning the effectiveness of their own marketing efforts? Whilst I could see what they were trying to do, whichever way I tried to look at it - I was getting the wrong message.
They wanted more responses, but maybe a simpler promotion may have done this? Perhaps this campaign was never going to do any better than 67 entries. If only we knew in advance!
 Summary: when an e-mail promo under-performs, by all means send out a chaser. It can often save the day. Be careful to take time to read between the lines however - it's not your customers' fault they didn't get it. Assume that because you wrote it, you can't see it, so ask a colleague. RCS (I'm still a fan) will have to do far worse than that to put me off - but it's a word to the wise. (PS: now I want a go on a space hopper! Probably end up in A&E!).
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