- If our culinary content were a person, who would they be? Reliable and trustworthy, charming with a healthy sense of humor, fun to be around.
- Characteristics: helpful, smart and efficient, creative solutions, seasonal.
So this is the messaging:
"Hello Jake. Download the new app today. As a loyal customer, we're inviting you to get early access. You'll love these features: (5 bullet points of features). Please give us feedback online or in the app so we can keep making your shopping experience better. Visit our apps page to download all of our other apps. Thanks for shopping."
In your opinion, is that marketing messaging? (I believe it is).
If you agree, how would one write it so it's not "marketing messaging"?
Thank you for this conversation. :) Again, I am firm believer this is marketing messaging, but it's just never fun to be challenged daily on these types of messages on "creative ways" to argue some things legally are transactional or not. I think if it's in question, should always err on the side of caution.
I did ask the business why this question was brought up and their response was "so we can send it all 50,000 people, not 25,000 that are opted in."
I completely agree, I am 100% on the side of "this is a marketing message"/your side.
I am just trying to make the arguments for the opposite side that I know the business will challenge me with when I discuss my reasonings.
When you say notification in this scenario, what do you mean? The business would say this IS a notification to the customers that the app is available now.
This makes sense to me.
However, the business makes the argument that because the 50,000 customers have transactionally made a purchase in the last 6 months, this new app is considered a "feature update".
When looking at the FTC guideline on Can-Spam there is this note:
“gives information about a change in terms or features or account balance information regarding a membership, subscription, account, loan or other ongoing commercial relationship;”
I will share what we do/did instead of telling you what to do. :)
Major Supermarket/Retail in Midwest.
I would first refer to your voice and tone of your organization. We have one voice, but many tones. (Global tone is slightly different than our culinary tone which is slightly different than our health and wellness tone.)
We also have 6 types of emails our customers can subscribe to such as Culinary or Health and Wellness.
The first phase of this re-engagement campaign is defined as "are you at least subscribed to one bucket?" and have you opened any email in the last 6 months.
First email - "Haven't heard from you in a while."
Second email - "Update your email preferences."
Third email - "We will miss you."
For Phase 2, I will try execute the re-engagement campaign to be more targeted based on what they are subscribed to for the voice and tone of the subject line and email copy.
For example, Voice and Tone for a culinary subscriber.
Example subject line for the culinary subscriber to be used in the re-engagement campaign: keep it conversational and playful instead of too cliche or formal.
"We love summer and have some new grilling recipes to share." or "Fire up the grill, we have some new recipes to share."
verse "Sign up for recipes and other tips again."