If you’re like the average person these days, your inbox is flooded with messages. The most valuable emails are sent with thought and care from family and friends. Some aren’t particularly exciting but still important, like notifications for bills, insurance, appointments, or newsletters for organizations that we follow. Most emails, however, fall into the marketing or spam category and are frequently deleted without opening – especially the ones that we never signed up for the first place. (So annoying…)
I’ve been a light Shutterfly user for a long time, ordering something once or twice a year. At some point, I was added to their email list (give us your email address for an additional 10% off!), but I usually delete without opening, uninterested in the standard marketing messages.
Recently, I received two Shutterfly emails that caught my attention, piquing my curiosity enough to open and read (and write a blog post). In the weeks before Mother’s Day and then again in advance of Father’s Day, Shutterfly sent emails giving subscribers the option to pause emails related to these two events. It was the first time I’d noticed Shutterfly do something like this, and I was impressed. Instead of sending their entire subscriber list the same content, they took time to consider the number one rule of communication:
KNOW YOUR AUDIENCE
For whatever reason, feelings around Mother’s or Father’s Day are not always positive. Allowing subscribers the ability to opt out of related emails demonstrates respect and authenticity. In turn, it gives Shutterfly more respect and credibility as well. Gone are the days when businesses could blast the same marketing messages from a megaphone. Now it’s about cultivating relationships. People do business with people, and one of the best ways to connect is to simply show that you care.
Spring Creek Consulting, LLC 