Offline data capture – nightmares & successes

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Being a bit of an email marketing anorak I take notice of all attempts by companies to get me on their email lists. Recently I have had two such experiences, one good, one bad.

The Bad Example

I went to buy an iPhone from an O2 store.  Buying a contract phone is a hideous experience at the best of times with all the awful sales patter (“No I don’t want your over priced insurance or pointless accessories or broadband or anything else you are trying to sell me”). Then there are the endless forms and credit checks that have to be endured. By the time the salesperson asked if I would I like to receive marketing information by email I was appalled.

Firstly no-one wants to receive “marketing information” but we might like exclusive discounts, product news and perhaps O2 arena ticket information.

Secondly I was told “You won’t want to receive any of that spam will you?”

What an awful sales technique and a clear lack of internal communication regarding the importance of gaining permission on email addresses.

The Good Example

Now my second experience was far better. Sat in a local village pub having just ordered my food, I noticed a postcard in front of us advertising a competition to win a holiday. With nothing better to do this was duly filled out and handed in when the next round of drinks was ordered. The bar staff promptly put this into their special box for sending to the brewery – Punch Taverns.

Of course this postcard had contained a tickbox asking for permission to email me their latest offers – which I ticked.

There was nothing difficult about the Punch Taverns approach but it goes to show how easy it can be to get your offline capture of email addresses right, while O2 show how to do it so woefully bad.

About Craig Loynes

Marketing Manager at Emailcenter, the UK's largest independent ESP. Connect with +Craig Loynes on Google+ or follow on for more email marketing insights.

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