Ok, a few weeks ago we had some discussion about the From side of email. My contention was and is that email benefits when there is as much localization and relevance as possible.
Relationships are between people.
Some that I have a great deal of respect for contest that this might be right for SMB’s, and even B2B marketers but not for the big brands or big retailers. They say: “people want the relationship with the brand, not the people.” Of course I disagree.
My case today will be the biggest of the big brand. big box retailers. What is there mass media message lately? Anyone out there watching TV or reading the papers? The message is that their employees are happy and most importantly, productive members of my community.
Wal-Mart doesn’t want to be perceived to be a faceless behemoth that destroys small business in my town and hurts its workers by underpaying and not providing benefits.
The commercial I saw this morning was all about some assistant manager in some town where Wal-Mart changed his life, and more importantly the company was doing great things that benefit the entire community.
Great message considering they have to deliver it through TV. Now think about the email channel. Wouldn’t it be great it they used that medium to tell me about the people who actually live in my community? To tell me about the terrific charity work they are doing right here? It would be easy and highly effective. The proof? It’s right there on TV. For the cost of one of those big production TV slots they could do a whole year of much more personalized and relevant relationship building with millions of individuals.