We Use Email To Push Garbage Items On Customers

Here was a fun outcome in a recent Merchandise Forensics project.

• Twelve Month Buyers Would Spend About $100 In The Next Year.
• If The Customer Bought Via Email Marketing, The Customer Added $20 Next Year.
• If The Customer Bought The Most Popular Items That Sell Via Email Marketing, The Customer Subtracts $15 Next Year.

Do you see what is happening there?

Say a customer buys items that sell well in email marketing ... via another channel ... that customer spends $15 less next year.

Say the customer buys items that sell well in email marketing via email marketing ... that customer spends $20 - $15 = $5 more next year.

Ask the Professional responsible for the project "why" this happens, and you'll get the following answer:

• We put the garbage nobody wants in email marketing programs to clear it out.

The analysis suggests that email marketing is important, and what the brand puts in those campaigns counteracts the importance of the channel.

Do you have a marketing channel that you purposely torpedo? And if the answer is yes, why do you do that? There may be a good reason - I mean, you have to get rid of the junk somehow.

P.S.:  Hint ... the channel you treat poorly should not, repeat, should not, be email marketing.