Email marketing mistake: case study.

This morning I received an email from Lulu.com. Never heard of it? Well, don't feel bad. I think you are in the high majority of people.

So, their Subject line says "Rediscover Lulu.com" Not a bad headline. Pretty good in fact. I opened the email since I had little reason not to open it except for time limitations (and that is an important issue).

Here is what they say at the top of the email body:

You've been here before.
Come see us again. Lulu has added new
tools to empower creators of all kinds to
make their visions real and reach the world.

Well, hmmm. My main thought was "Who is this Lulu.com?"

That opening paragraph is like hieroglyphics to me. I am a guy in a hurry. I don't want to read much except hard hitting headlines.

Perhaps a better headline might be: Lulu.com can help you connect with new customers quickly!

The body of their email tells me I should visit their website because they made changes to their email opt-in preferences.

So, I still have not clicked over to Lulu.com. What's in it for me?

I don't know and I'm not curious enough to find out.

What do you think of my "zero tolerance" approach to saving my time?

Greg Cryns
Website design and SEO promotion that will help you grow your business
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