Yesterday I received correspondence from a very well known tech company which is a leader in marketing automation.
The focus of their email to me was that I had interacted with one of their earlier emails — focusing on the vehicle and it’s great technical features.
The call to action was to get me to interact with this second email ….!
I get it — you have a great new shiny toy. But I dont care that you have the capability to track my actions … indeed I might find that worringly “Big Brother” ..!
What the campaign should have been about was how I can improve my response rates, make better decisions etc. But it was lost ….
I fear that the art of “good communications” and “good messaging” is being lost in the rush to adopt technology to improve someone’s marketing ROI numbers … Good campaigns that will LAST start and end with communications — not the vehicle.