Small Talk

June 18, 2010 »

Adding Salt to my Celtics Wound!

While I am extremely disappointed by the Boston Celtics game 7 loss in the NBA Finals against the LA Lakers, this is not a bitter sports blog post. Instead, it is about good (and bad) email marketing techniques.

Following that disappointing loss, it appears that Massachusetts residents were treated to a glorious email from our friends at NBCSports.com. “Shop Lakers Championship Gear Now!” states NBCSports.com. I was angered. I was confused. And I wasn’t alone. I took to this blog, others took to Twitter.

@Jmeserve: NBCSports.com doesn’t know what email list segmentation is as evidenced by the “buy Laker championship gear” email I just received. #fail

@AbigailHS: NBC email marketing fail. Born and raised right outside of Boston, currently live in Boston - No I do not want Lakers’ championship gear.

 You would think that a company like NBC Sports would have an idea what email segmentation is, right? Well I guess not.

As a marketing agency, we are always looking to improve our overall email strategy and the manner in which we communicate with our program members. We believe that email segmentation is of the utmost importance. In the old days, before marketers knew better, spam was a bit more acceptable - consumers either looked at its content or deleted it. Now, we receive emails for everything from buying a shirt at Express to the latest breaking news. This growing volume of emails makes it impossible to have a nice, clean inbox. So, when we email out, we try our best to think about not just the message, but about its style and frequency as well, all with the intent of generating the right response for our clients.

I know that there are fans everywhere, and there may be LA Lakers fan in Boston and Massachusetts, but my god, NBC should do some homework and a little due diligence. Expanding your audience and increasing sales is one thing, but insulting us with information that is not personalized or relevant is another.

Shop Lakers gear, hmmmm, no thanks NBCSports.com!

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