An Example of Poor Email Marketing

[LinkedIn Post]

Dear Email Marketers,

How about using a bit more creativity (or even effort) in engaging with your audience?

Let me provide some suggestions and I’d love to hear more from others in comments.

First, I’m sorry to call out The Venetian® I The Palazzo®, Resort Hotel & Casino I Las Vegas Sands Corp.; I really like the property and it is the premier large conference center (maybe in all of the US). But it’s a good example.

I stayed at The Venetian for a couple days during the Adobe Summit conference. For starters, they should know this and my purpose (i.e., persona = business traveler).

Ever since that stay, I get an email once every 2-5 days with an “Up to 25% rates” offer and “Book Now” CTA. Different image. Sometimes a highlight of a restaurant or other amenity.

I can probably unsubscribe and consider my “research” done.  I know what they’re going to send; it’s predictable and just clutter.

Consider that not every email needs to have an offer. Vegas has so much to do; why not highlight other things to do that may catch my attention?

Maybe give a voice to employees and expose the personalities. What does “Concierge Joe” recommend? It would be a better experience if I read about his recommendations and then later engaged with him upon my visit.

It goes without saying, Machine Learning can help tremendously with relevancy for email marketing. Connect to share ideas on this and more.

Ideas from others?