ROI Up Yours - Marketing WTF?
Would you be offended if you got an email with ROI - Up Yours as the subject line? Personally I think I’d giggle and check it out. If nothing else to see who is sticking their neck out there like this.
Well, we tried it here at ReachForce. The email content was all about Upping your ROI, so we were being relevant. We got mixed results on our risky move. We had about ½ dozen people email us to tell us we had offended them. Not many but it made us wonder how many more people we might have offended that just chose to delete the message instead of responding back.
On the flip side we had about dozen people reply back that they “loved” the subject line.
So where exactly is the line on going to far to get some attention?
For us, my Sales team asked for the subject line to be changed, so we did it but I must say that campaign doesn’t deliver near the results it used to…
2 Responses to “ROI Up Yours - Marketing WTF?”
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August 11th, 2008 at 11:44 am
Sounds a bit like the “Kiss My Astra” campaign I read about just today: http://tinyurl.com/5hkeex.
I, for one, would open the email. But I also was a boss who, after I asked a new team to give me candid feedback, was shocked to hear several times that I used too much profanity in the office! [I tried to cut back on it after that.]
August 13th, 2008 at 8:38 am
This was big in the late 80’s and early 90’s at trade shows and made everyone in marketing feel good about how clever they were being, but the impact with buyers and generating qualified leads was NADA. Overly edgy and risque subject lines have never proven to impact sales, but gets attention now in blogs and media, but not buyers.