Friday, 13 November 2009

Striking while the iron's cold

When the Communication Workers Union announced last week that it would not strike against Royal Mail for the remainder of the year, there was much rejoicing among businesses and consumers alike. So I don't understand why I am still receiving emails from direct merchants--including Culinary Concepts, Space NK, and Jigsaw--telling me "don't worry about your order getting delayed by the postal strikes, where possible we will send your order via courier", reassuring me that "delivery will not be affected by the Royal Mail strike action", and advising that by ordering with them I can "beat the strike" because they use alternative carriers.

One of the advantages of email marketing is how quickly you can create or amend a message. Sending out-of-date messages like these will not inspire trust among recipients in your company's ability to stay on top of things.

Petmeds, on the other hand, once again shows how it should be done. Last month we praised the pet-supplies merchant for its email to customers warning them of possible delivery delays due to the postal strikes. Today it sent out another email noting that normal Royal Mail delivery has resumed. What's more, "We would like to thank everyone for their patience during the strikes by offering free postage on all UK orders until Monday 16th November". Well done!--SC

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