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August 25, 2006
How Bad Do I Want To Be A Preppy?
(Is she smiling because she likes getting 5 e-mails in two weeks...or could it be she really likes the ruffles on the shirt???)
Quoted in inMarketing, the magazine of the DMA, Seth Godin said, "There's more spam, more clutter and more noise than I predicted, making it easier than ever for the consumer to ignore you." That said, between August 14 and August 25, I received 5 e-mails from J. Crew with a variety of promotions. I could be a cynic and say they just don't get it, or I could say that their rigorous testing proved that twice a week was the right frequency to drive consumers to action. Either way, their volume does show how tricky it is getting to become "accepted" on someone's list of preferred e-mails. Assume you can effectively process about 300 e-mails a week (high for some people, low for others....) that means J Crew has taken up 1.7% of your total e-mail volume alone. Given all the people who want to use e-mail, it is easy to see how we will be jockeying for prime positions in consumers' inboxes.
Posted by jcioban at August 25, 2006 6:53 PM
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