Sometimes the best way to learn from others is learning what not to do. I received the following email below in my inbox today.
This is exactly the type of emails you don’t want to receive as a consumer or send as a marketer. Here’s why:
1. I intentionally removed the sender’s name from the email because I didn’t want to call him out personally. However, the email said it was from “Gevalia Stainless Steel Bundle Pkg” and then it listed a person’s email address. The “FROM” line of a consumer email should always be the company, in this case “Gevalia Coffee” and should not list an individual’s name (unless your the Geico Gecko).
2. The subject line is not enticing at all. Plus, I’m not a coffee drinker. The only reason I opened this email is because I was curious as a consumer marketer.
3. The copy does not encourage me to click the link. It simply falls flat. Plus there is no visual in this email at all. Why not create an HTML email with the offer right there for me to see.
4. What is with that URL? The URL should be a link to the company “Gevalia Coffee”. Not a link that looks suspicious and I have no idea where it will lead me.
5. Who is “Gevalia Coffee”? There is no information in this email to tell me about the company and why I would want to buy their coffee.
6. “Write to us”? Huh… why would I want to write to you? Plus, how do I even know who I’m sending a letter to if you only provide a PO Box?
As you can clearly see, there are many issues with this email and it is highly likely it didn’t produce any positive results. You better believe I don’t want to be receiving email again from this company. Did I mention I’m not a coffee drinker?!
Back in June, I wrote about Sun Chips’ new 100% compostable packaging. You can read the full post here.
At first I was a little annoyed with the new compostable packaging because it is super noisy. But after taking a closer look at why Sun Chips did what they did, I appreciated the commitment it made to our environment and became a little more tolerable of the packaging.
Apparently other consumers weren’t willing to accept the noisy bags. In fact, there was even a Facebook Group started called SORRY BUT I CAN’T HEAR YOU OVER THIS SUN CHIP BAG that has almost 48,000 members.
Just this week Sun Chips announced it would no longer use this noisy packaging on 5 of its flavors. It will immediately start using its original packaging material while it looks for another alternative. However, it is keeping the compostable packing on its top selling original flavor to continue to show its commitment to the environment until it finds another solution.
It wasn’t just the consumers’ verbal complaints that made Frito-Lay pull the packaging. According to SymphonyIRI Group, SunChips sales have declined more than 11% over the past 52 weeks (excluding Wal-Mart, which doesn’t share its data).
This is a great lesson that Frito-Lay taught marketers. Even if you have a good product, incorporating green benefits isn’t going to increase sales, especially if the green benefit is a distraction.
Frito Lay SunChips continue to amaze me with its commitment to sustainability. I just purchased a bag of SunChips and noticed it is now using 100% compostable packaging.
Rather then paying lip service to sustainability, this is an excellent example of one brand that continues to show consumers its commitment to our environment in tangible ways. Other examples include:
- purchasing renewable energy credits to offset energy use
- using solar power at its Modesto, CA plant to product 145,000 bags of chips a day
- supporting sustainability initiatives across the country like helping rebuild Greenburg, Kansas into the greenest town in American after a devastating tornado.
While SunChips admits on its web site that these changes while important are minimal, it is a step in the right direction. I can completely accept that because it requires operational changes internally to make a company “green” and that cannot happen overnight.
At first I was a little annoyed with the new compostable packaging because it is super noisy. But after taking a closer look at the brand, I can appreciate the commitment SunChips has made to our environment. I will be a little more tolerable of the packaging and a little more committed to the brand.
If you’re a Leggo my Eggo fan, you better stock up now because Kellogg’s is experiencing a shortage and is rationing Eggos to retailers based on past business. The waffle shortage occurred because of flooding at the Atlanta bakery during a fall rain storm and equipment problems at a Tennessee plant. The shortage is expected to last until mid-2010 as Kellogg’s works as quickly as possible to ramp up production.
Kellogg’s has addressed the problem by communicating effectively with media and posting the following message on its Leggo my Eggo web site:
You may have noticed that some of your favorite Eggo® Products are out of stock. We are working hard to get all of our products back into grocers’ freezers as quickly as possible. We apologize for any inconvenience and appreciate your continued support.
If you are interested in receiving periodic updates from the Eggo® brand about your favorite products, including news about when they will back on shelf, please click here. Thank you for your patience. Learn More
But it wasn’t enough to ease consumers’ concerns as they voiced their opinions on Twitter and Facebook:
“Suddenly “Leggo my Eggo!”® sounds a lot more threatening.”
“Giving “Leggo my Eggo” a whole new meaning. hmm-maybe I shoulda given in at the grocery store last week.”
“Leggo my Eggo, dammit!”
This is certainly a window for competitors to gain some market share.