Ryan Wofford

Here’s a quick gripe / calling out of a few certain companies that apparently don’t properly sync their databases prior to sending an email campaign.

Having been the Director of a firm that manages email marketing for clients for many years, I understand the importance of these things and probably pay closer attention than most, but here’s how things went down…

I was forced to spend several hours yesterday updating all of my online accounts to change from my work email address to my personal address. Seems easy enough, but we’re talking almost 10 years worth of subscriptions to places, so it was a bit daunting.

Today, as I sit at my desk, I notice some emails coming in from various companies and I start to panic a little thinking “I swear I updated that email address yesterday”. So, I actually double-checked. What I found confirmed that I did in fact update my account. So, what gives?

Image via Wikipedia

It seems to me there are some companies out there not following best practices when it comes to email database marketing. We’re not talking about small mom and pop shops, either… we’re talking BIG companies (I’m pointing the finger at you Delta, Marriott)! One would think two of the biggest rewards programs in the world would be on top of this with nightly syncs and back-ups at minimum, but apparently not.

Get with it folks!

Tags: Add new tag, Best practice, email marketing

This entry was posted on Thursday, January 21st, 2010 at 1:38 pm and is filed under strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.