What Are HMV Doing Wrong?
To be honest, the reason I picked hmv is not because they are outstandingly bad: It’s because the individual emails are actually quite good. They’re just spoiled by some really, really common strategy problems. Here are the ‘quick fix’ problems: 1. The frequency is just too high for that type of email If you’ve got an email that does add value to your recipients, then every day might be fine. If you’re just churning out ’special offer’ emails day after day, it’s too often. Admittedly they throw in the occasional ‘Online Poll’ or ‘Win a DVD’ 2. They send to multiple lists at the same time It looks like I’m signed up to 2 lists – ‘hmv offers’ & ‘hmv music’. They send to both of these lists at the same time, meaning (as they’ve got me on both lists) I often get 2 emails from them on the same day. 3. It’s a real pain to unsubscribe It’s easier to just hit the ’spam’ or ‘delete’ button than it is to unsubscribe. It’s easier just to keep receiving emails I don’t want than to get off their li
