Being an email marketer, it’s funny how often you bump into something that makes you think of work! A little while ago after visiting the doctor, I received an email about ordering repeat prescriptions. So far, so good you’d think; some good targeting going on there.
But when I gave it a read, what struck me were all the missed opportunities. For example, the email ‘from address’ was totally unrecognisable, and there was litte in the way of clever personalisation that you often see in the private sector. What’s more, it’s the only email (indeed, the only communication of all types) I’ve had from them in the last 18 months or so. It was an interesting message to kick off our e-relationship.
Why be a stranger?