Email marketing: Why all leads are NOT created equal - Bumper Leads

If you’ve ever received an impersonal email or a phone call from someone, then you’ve experienced an old-fashioned prospect outreach.

I’ve spoken to so many business owners who don’t have any faith in email marketing or marketing automation.

They tell me that they never read emails they receive and they think this is just spam.

Let me tell you the reason why they think this way.

Ten years ago, email marketing was very simple. You ask people to subscribe to your newsletter on your website and you send them a few emails and you get sales.

Fast forward to today, this is no longer true.

Your leads and customers are not created equal, so we can’t treat them the same.

This is why we need to segment our leads and customers based on the behavours they take,…. or not take!

I was reminded of this recently by an email I received. As an existing cardholder and a subscriber to Qantas Frequent Flyer emails and I’m also an eager collector of Qantas points. If I see a promotion that earns me more points, I will perk up and read.

The email I received has this subject line “Up to 140,000 Qantas Points for July only”

Yes, they had me at hello!

But as I read further, I find that this offer is only available for first-time cardholders…

A big let down for me.

Now, why would Qantas email me about this promotion if they know that I can’t claim it?

Well this is the reason why many people dislike receiving emails. In this case, Qantas marketing team didn’t segment their customers according to their product offerings, so they treat all subscribers the same way. I probably belong to a mailing list, hence I receive mail. 

As an existing cardholder, they did elevate my expectations; but this was brief as they told me that I’m not eligible. Which made me feel not that important as an existing card member.

Would this happen when you speak to someone on the phone? No, they wouldn’t even offer this promotion to their existing cardholders. They will probably have something else for me, maybe better!

This type of email marketing has left a negative experience for so many people I’ve spoken with. Basically, these companies train us that the next time they send me an email telling me I have an opportunity to win 140,000 points, we will simply ignore it. Or mark it SPAM. 

This is the opposite of what their objective was.

This is why email marketing has a bad reputation and why many feel like it’s spam.

We all have an opportunity to improve customer experience online. The easiest way is by listening to our customers using technology that is available today.

My team and I specialise in developing a segmentation strategy that helps brands execute their brand strategy and improve customer experience without making them feel less important. We will then implement this using advanced email marketing technologies that are designed to deliver the right message to the right person at the right time.

Time to step up your email marketing game and contact us for a chat. Let’s explore together and see if this is a fit for your business.

Feel free to schedule a 30-min chat with via here

Jovana Vujnic

Jovana Vujnic

Head Honcho | Marketing Automation Expert | Evil Twin Sister


Jovana is the Founder of Bumper Leads - a marketing automation agency that helps businesses simplify and automate their sales and marketing systems to help them save time and money.

She is a former body builder turned fast food junkie turned automation geek.

When she is not watching Cobra Kai on Netflix, she shares interesting marketing advice on our podcast called Marketing Automation Made Simple. This is where she helps overwhelmed business owners build smart marketing growth systems so they feel excited and in control of growing their businesses.

You can always follow her on social media to see what she's up to.

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