Dear HomeAgain,

Thanks for sending me the information about my cats’ new microchips. I’m going to find the information in your setup e-mail very useful, since I had been wanting to have them chipped for some time before finally being able to get it done.

However, you may wish to talk to your e-mail people about proper targeting. The “thank you” coupon down at the bottom of the e-mail was a nice touch. As a cat owner, though, I’m not going to find a discount offer for FetchDog* particularly interesting.

In addition, you may wish to talk to them about the fact that I had the microchipping done on March 30. Today is April 17. There is ample research showing that a response time of three weeks is not particularly useful when it comes to creating an incentive for recipients to take any sort of action.

To be fair, you may not have gotten the information right away. But I have a hard time believing my vet waited that long to send it in. That being said, if that really is the cause, I’d suggest re-negotiating submission times or methods with them. It’ll do you both some good.

Bottom line? You have a great product. But with respect to e-mail marketing, this is a massive fail. I hope you’re not paying your setup people too much because they are doing a lousy job of cross-selling.

Remember, you can have the greatest product in the world, but if customers don’t know about it or don’t know why it’s so great, you’re not going to successfully sell it. And if you don’t successfully sell it, well, what’s the point?

Sincerely,
-C.

* “the ultimate destination for beautifully designed dog products”