WHAT NOT TO DO: BAD, BAD BEST BUY

I got an e-mail regarding Best Buy’s RewardZone program.

It began, “You are receiving this e-mail because Best Buy® has changed the way marketing e-mail communications are managed. Currently you are registered to receive marketing communications from the Reward Zone® program, but have opted to not receive marketing communications related to Best Buy generally.”

OK. Great. I need to know about changes.

“We are writing to let you know that Best Buy has changed the way it manages opt-out preferences.”

That’s good. I need to know what I need to do to cut out any unwanted mail. Thanks for the heads-up, Best Buy.

“Going forward, opting out of either Reward Zone or Best Buy marketing communications will result in being removed from both marketing lists. In order to honor your request to receive Reward Zone program e-mails containing special offers, invitations to events and account updates, you have been opted-in to receiving Best Buy marketing communications generally.”

Huh? You opted me in to another list? One that I already told you I didn’t want to be a part of? And, if I tell you again that I don’t want to be on the list I already told you I don’t want to be a part of, you’re going to punish me by also taking me off the list I DO want to be a part of? Am I reading that correctly?

“If you do not wish to receive these e-mail communications, you will need to update your opt-out preferences. Please note that if you do opt-out of Best Buy marketing communications, you will also opt-out of marketing communications from Reward Zone.”

Really?

“Thank you for being a valued Reward Zone member.”

If I’m so “valued,” then why are you spitting in my face as a loyal customer?

Way to blow a good thing, Best Buy. Of course you also help illustrate a valuable lesson.

Whether you’re Best Buy, a specialty boutique, an elected official communicating with constituents, or a campaign connecting with supporters, respect your audience.

E-mail marketing was social media 1.0. Yes, it was a one-way street going from you the messenger to the messengee, but its purpose was/is to build some sense of community and loyalty to your store, your product, your brand, your issue, or just you.

And it works. That’s why it’s still used.

Building goodwill and giving your audience what it asked for was and is paramount in maintaining that successful relationship.

That means don’t opt your audience in to a new list if they told you they didn’t want to be a part of it and don’t opt out your audience from a list they said they wanted to be a part of.

Then you can thank be for being a valued Reward Zone member.

Taft Matney is a partner with TM Public Relations, a strategic communications and governmental affairs firm in Greenville, SC. Follow him on Twitter (http://twitter.com/taftmatney) and "like" TMPR on Facebook (http://www.facebook.com/TMPRGA).

This op-ed may be reprinted/reposted in whole or in part upon written notification to taft@taftmatney.com.

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