Now Here's a Bright Idea...

The M&M's Bright Ideas Newsletter is one of those love it or hate it messages. The inner Martha-Stewart in me likes the idea of the cute and creative food projects, but from past experience, I know I can rarely execute on super-cute candy laden cakes. I really have the best intentions, but there is a reason why I'm an email marketer and not a baker. You don't have eat email marketing. Ahhh, I digress...

Other members of the email team used to receive the Bright Idea Newsletter and I'm sure, based on the overall cuteness, made the decision to opt-out.

This got me thinking. If you are going to produce only one regular communication without segmenting your list it's probably wise to produce a message that has a greater general appeal.

Now, I'm not suggesting that you shouldn't segment your list and tailor your messaging strategies based on that segmentation, because if you have the means, resources and time, you should be. However, if you don't have the resources, a general message is better than no message at all.

You don't want to alienate your subscribers by producing a message that is too cute, too edgy, too whatever. Keep it simple and keep your subscribers.

On a side note: We complimented this newsletter in the past for their clever way of including a survey in the newsletter. Another well done aspect of this message are the display of "Useful Links" in the footer of the message. Including Sign up, Share with a Friend, Unsubscribe, Change Email Address, Add Us to Your Address Book – a link with Whitelist instructions for several email clients, and Contact Us.