Sunday, August 9, 2015

Step 1: Stop Wanting Things.

via Pinterest
So part of what I do for a living is plan email campaigns - content wise and audience wise. Audience selection is possibly the most complex thing I do. I pull back millions and millions of points of prior customer behavior and use it to try and predict who would be most receptive to buy or do something. In short - I send spam mail professionally. And I'm very good at it. Companies have boiled this down to a science. And it works.

I love a good promotional email. Of course, since I find inspiration from them, in a strategic business sense. But it hits a little too close to home, and I found that the advertising worked a little too well, too frequently.

So of course, I'm unsubscribing to all my retail promo emails. Goodbye Gap, Old Navy, Banana Republic, Nordstrom, Aritzia, HauteLook, J.Crew, Everlane...  Yes, you too Everlane - even though I love getting your emails. I think this will be a good step toward me organically spotting wardrobe gaps, and searching on my own to fill them - instead of retailers creating gaps for me, and then filling the gap they just created.

On a very similar note - when I worked at the advertising agency, one of my accounts was McDonald's. I was constantly surrounded by everything McDonald's. I didn't eat it frequently, so I was really unfamiliar with the data I'd be working with. So I printed out their entire menu board and put it up in my cube for easy reference. I ate more McDonalds during that time period than I ever did in my entire life leading up to that point.


SHARE:

6 comments:

  1. I've never thought about promotional emails from the perspective of the advertisers. It makes sense that they have a science for maximizing the efficacy of email campaigns. Even now that I'm more careful about my shopping, I probably still get sucked into buying things I didn't really plan on getting because I heard about this or that sale over email.

    ReplyDelete
    Replies
    1. Haha, yup! That's the field I'm in - I was a statistics major in school. Now I work in consumer insights and try and predict and efficiently motivate consumers to make a purchase.

      It's been about a week now, and my inbox is so much less cluttered, and I have to say I don't miss it!

      Delete
  2. That is fascinating and frightening! (The McDonalds bit...)

    I too tend to unsubscribe from most (unless I am waiting for a coupon). You make a good point, those email totally make us feel like we have an insufficient wardrobe, because that's what they are designed to do!

    ReplyDelete
    Replies
    1. Haha, that's their advertising strategy - frequency. Getting consumers to crave it and then give into their cravings!

      Anyway, I love retailer emails... they're very well designed in my opinion. I don't miss them though!

      Delete
  3. This is seriously so interesting to read and so incredibly true! I keep thinking that I need to unsubscribe to the countless retail emails I receive, this was great info! XO -Kim
    www.thethirtysomethinglife.com

    ReplyDelete
    Replies
    1. Do it! Retail emails always get me with those sale alerts...

      Delete

BLOGGER TEMPLATE MADE BY pipdig