Taking Advantage of Leads = Marketing Fail

I received the email shown below. Take a look at it and tell me what's missing...

Yes, I tried to shield the vendor. That's not it.

Here's what I see:

1. They're offering me a white paper without telling me what I'll get. Do they assume that all analyst papers are of equal value to me? What if I've read it before?
2. Okay, so they want me to put my colleagues on the hot seat. Not just any colleagues, but those in the "applications area."
3. And, unless at least one of them responds, I've gone to all this effort for NOTHING.

It's ALL ABOUT THEM:

1. This email offers me no discernible value whatsoever.
2. They get leads in a specific role that they will likely pursue relentlessly.

Here's what's strange:

1. I'm not in the applications arena. I'm a B2B marketing strategist who was doing research on subject matter for which they had content that I wanted to read. So I signed up for a white paper download.
2. They're asking a marketing strategist to recommend IT colleagues.
3. They don't even clean their own database to make sure offers are relevant. Why? Because it's all about using their database to get what they want.

I wonder how many people actually did this? Would you be a bit disconcerted if one of your colleagues signed you up?

Which leads me to wonder if "my colleagues" would actually get the white paper or if they have to submit 5 people from their network in order to retrieve it. Hmm. Big miss on the delivery of value, don't you think?

Finally, what kind of lasting impression do you think this company is making? The next time I see something from them hit my inbox, I'll be wondering just what they want this time...surely it won't be to give me anything I need.

Or, maybe this will be the straw that has me opt out...

Comments

[fearlesscompetitor.com]

Could not agree more, Ardath. Personalization is everything today.

I get an email from Mike Stelzner of Writing White Papers and it looks like a personal note from Mike to me. That's the right way to do it.

Marketers need to engage their audience. This means to focus on personal benefits and outcomes.

http://www.findnewcustomers.net

[mat]

true, it doesnt exactly seem targeted. Lets hope they read this, or maybe email them back this article.

[LouiseBJ]

This type of email really does give email marketing a bad name! Thanks for sharing it Ardath, and I totally agree with your post.

It makes you wonder if the sender believes they're being clever in trying to set up a sort of 'viral' effect - or if they're just desperate for leads? Whichever, it's a definite turn-off which, as you say, is more likely to result in opting out.

[Bob Lancaster]

Great Example! I love it when you match real world examples with your techniques.

[Ardath Albee]

Thanks to all of you for the comments!

Mat - I've actually received a few emails from people trying to guess who's email that was.

Louise - I love the way you phrased that - "viral effect" - but trying to force viral just has it die a fast death. I'm not sure if they're desperate - lazy maybe. Or they think they can use the referral link as a conversation starter - which would be a really bad idea...

Bob - I love it when you love it! Thanks for stopping by!

Ardath