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Be Careful How You Name Email Campaigns

By Candyce Edelen

PropelGrowth Blog - Financial Services Marketing and Content Strategy

Be careful - your attitude toward customers will seep into any aspect of your email marketing.

Most email marketing and marketing automation platforms require you to name email campaigns when you set them up. Often, marketing departments will give them names that mean something internally, but don’t necessarily have the same meaning to your target audience. As long as the recipient never sees the internal name, there’s no problem. But many systems use those names for the contact preferences and unsubscribe pages.

Here’s an example of email campaign naming gone wrong. I discontinued services with a particular vendor a few years ago. Today, I received an email from them attempting to reignite the relationship. Apparently, they named the campaign “Raise the Dead 2014,” and their email system automatically included that campaign name in the unsubscribe page. When I clicked their unsubscribe link, this is what I found:

Even something as small as a naming convention can expose you as a marketer.

Every Touch Matters

Every time you touch a contact, you have the opportunity to influence his or her thinking about your brand, your products, and the benefits you provide. But while most marketers think very carefully about the audience’s experience on their website, with their emails, and on landing pages; they often forget details like the opt-in and unsubscribe processes. Ideally, your process should give the contact new ways to engage with your brand – whether via options to reduce email frequency or the ability to subscribe to more relevant content.

Here’s an old, but excellent set of examples of good and bad opt-out processes.

Here’s a more recent list of great unsubscribe and preferences pages.

And another with 18 tips for improving the unsubscribe process.

Being Customer-centric

In closing, have respect for your audience. If you’re disrespectful internally, it’s likely that it will somehow slip out, like in the example above. But if you’re customer-centric in every step, you’ll seek to bring value and relevance in everything you do – even your unsubscribe process.

If you’re thinking about the customer’s experience in every step of the process, you won’t name your campaign “get the boneheads back.”

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Candyce Edelen
CEO at PropelGrowth
Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.
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Filed Under: Marketing Automation, PropelGrowth Blog

About Candyce Edelen

Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.

Company Profile

PropelGrowth helps companies improve their marketing and sales. We start with in-depth buyer research. Then we develop a marketing and sales strategy and customer-centric messaging. Then we coach your team and help you execute on the strategy by developing thought leadership programs, content for every stage in the buying process, sales collateral, and tools to help buyers buy.

Figure out why and how your buyers buy

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Recent Posts

  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting
  • Tips from 8 ERP Resellers on How to Leapfrog Your Competition​
  • How to Win 74% of Your ERP Deals
  • Buyer Persona Research, the Key to Niche Marketing
  • 8 Ways a Niche Strategy Improves the Value of Your Practice

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+1 970.300.2280

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  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Back
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
      • Back
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
      • Back
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
      • Back
    • LinkedIn LeadGen Master Class
    • Back
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Back
    • Back
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Back
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Back
    • The TrendSpotters Podcast Series
    • Back
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