Bought a plane ticket and a hotel room a couple weeks ago.
The airline and hotel have emailed me nonstop ever since.
Like, multiple emails a day.
Asking me to upgrade my seat, telling me about the restaurants in the hotel, asking if I need a car rental, even asking me to book another stay at their hotel before this one’s even happened.
All of it presented as if they’re looking to help me out.
None of it remotely helpful.
I have no idea who the geniuses are that convinced these companies to follow this email strategy, but it’s ridiculous.
They’re managing to make me hate their brands before I’ve even experienced their product.
There are probably email marketers out there who will say the numbers show this approach works – the more you send, the more you offer, the more you sell.
And I know that’s true to some extent.
But if you’re not sending value and if your customers feel attacked in their own inbox, it’s not “working.”
No matter how many sales you’re making.
(And I refuse to believe this converts well no matter what they say.)
Be better.
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