FedEx Gets an F for Email Marketing

David — Fri, 04 Jun 2010 14:41:22 +0000

Here is an example of how not to do email marketing. I recently signed up for a FedEx account. Frankly the experience has been less than stellar. Their user interface for technical resources needs a serious overhaul, they’ve had a service outage for getting a developer key for over 36 hours, or at least they’re telling me that’s what the problem is. When I tried to have an online chat with them Citrix’s GoToAsist never started the session, but just sat in continuous load mode. Needless to say, when they sent me an email asking me to fill out a survey I was ready to jump on the chance to finally get to complain. Then I clicked on the “Survey” link and got the message “This survey is currently closed. Please contact the author of this survey for further assistance.” Don’t feel bad if you’re laughing at my hardships, when I am not pulling my hair out over this I am laughing too. Who shouldn’t be laughing is FedEX. I don’t know how many new customers they get daily but it has to be a large number. How many of these people are having similar experiences? How many of these people will complain on Twitter, LinkedIn their blogs? That number is not so huge, but it doesn’t have to be. UPS, DHL, USPS, people have choice and ultimately they’ll go where not only the cost is right, but where the company makes their life easier not harder.

Here’s how not to do email marketing.

In this e-mail:

•	Tell us what you think. Take our survey.
•	Choose FedEx. Find out why FedEx is the right choice for you.
•	Welcome. Visit the New Customer Center.
•	Get information. Sign up for FedEx e-mail newsletters.
•	Save. Sign up for special savings for new customers.
•	Learn. FedEx online tools can help you ship efficiently.

Welcome to FedEx!

Dear David,

Thank you for opening a FedEx account. Expect your personalized FedEx account card and getting-started package soon.

We are committed to delivering peace of mind with every shipment.


	Give us your feedback Help us improve the communications you receive as a new customer. Survey


	Find the support you need Learn about FedEx^® services and shipping tools and download the FedEx Welcome Kit at the New Customer Center. You can also customize FedEx e-mail communications to your preferences at the FedEx E-mail Subscription Center. New Customer Center FedEx E-mail Subscription Center


	Get special savings for new FedEx customers Sign up for the FedEx Save Now program to save up to 16% on FedEx Express^® services and 8% on FedEx Ground^® and FedEx Home Delivery^® services when you use FedEx Ship Manager^® at fedex.com or FedEx Ship Manager^® Software.


	Let the power of fedex.com work for you Create shipping labels, get rates, find FedEx locations — including more than 2,000 FedEx Office locations — order packaging supplies, and more. Ship Track fedex.com


This e-mail has been sent to:

All future FedEx e-mail communications will be sent to this address.

You can unsubscribe or update your e-mail address preferences at any time.

FedEx, Attn: E-mail Address Update, 3640 Hacks Cross Road, Memphis, TN 38125-7302

© 2010 FedEx. The content of this message is protected by copyright and trademark laws under U.S. and international law. Review our privacy policy. All rights reserved.

Entrepreneur.com Chides Small Business Without Web Sites

David — Sat, 16 Jan 2010 02:02:05 +0000

Carol Tice, writing in Entrepreneur’s Daily Dose this week takes to task the nearly 50% of small businesses who don’t have web sites. She says,“In the Discover study, 46 percent of respondents said it’s a myth that every company needs a website. And they’re right–companies that don’t want to be successful certainly shouldn’t spend the time and money to develop a company site. So every company doesn’t need one.”

Tice softens the blow a couple of paragraphs later pointing out that many of the companies that don’t have web sites may be intending to start them and that 32% of companies in a VistaPrint Survey said they would work on Web development given more time and money.

Tice may have been a little harsh, but is she wrong? No. The Web is becoming the number one go to place people find businesses. Ask your friends what they do with the phone books that show up on their doorstep each year and you’ll find many if not all pitch them. Ask those who don’t how often they refer to them and you’ll find that most of them sit in a drawer gathering dust all year.

As Tice points out, “a company website is just a basic, must-have marketing tool for the 21st Century.”

» Marketing

FedEx Gets an F for Email Marketing

Entrepreneur.com Chides Small Business Without Web Sites