Something Extra
Carmichael Training Systems sends out periodic email messages, with training tips, notification of upcoming training camps and nutrition information.
Chris Carmichael was Lance Armstrong's coach so the messages are cycling-centric, but the emails can really be applied to any endurance athletic endeavor.
Until the start of the Tour De France I received messages about once a week. As the Tour got underway, I received a message everyday with an update on that day's stage and even updates on rest days. In addition, I continued to receive their regularly scheduled messages.
If you are planning on a short-term specialized email marketing campaign, consider asking your subscribers to opt-in to receive the extra messages. Home Depot did this last year and did a fantastic job of setting expectations for those who chose to subscribe.
posted by MindComet at 10:08 AM
1 Comments:
I've seen a number of retailers offer special opt-in email series--and I've seen several cases where perhaps the retailer should have. ShopNBC offered a special opt-in email series last fall (http://retailemail.blogspot.com/2006/08/am-inbox-special-opt-in-email-series.html) and Petco, Home Depot and the Sears brands each had a special opt-in email series in the run-up to Christmas (http://retailemail.blogspot.com/2007/01/reportlet-special-holiday-email-series.html). November/December is a tempting time to let the emails fly, with many retailers running "12 Days of Christmas" campaigns where they send email every day. You have to be careful to not abuse your permission and increase your send volume too much.
3:48 PM
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