When Bronto cold-called me in June, I assumed the message had been taken incorrectly. I even corrected the message-taker. “You must mean Pronto,” I said.
Nope, it really was Bronto, an email marketing software company, calling. (Sorry, Walter.)
After a short conversation where I declined the invitation to participate in a demo but passed along my email address to receive information — why not? I’m always looking for a better way to send emails — the folks at Bronto were strangely incommunicado. Typically, after offering up my email address, I receive information right away.
Not so with Bronto. However, I did receive this about three weeks later:
A few small nit-picks:
1. Our conversation wasn’t really “recent” at the time I received this email. It came nearly 2-3 weeks after the initial call.
2. Why hit me with a “double opt-in” at this stage? I spoke to a real person on the phone. Couldn’t the real person send me a real email with their real name attached to it? (Preferably one that contained information on their service, who I could follow-up with if I was interested in learning more?)
3. Who is Susan? Why is she sending this email? I spoke with a man. If not from the actual person I spoke with, shouldn’t the follow-up have come from “email@example.com” or “firstname.lastname@example.org?” The jaded
conspiracy theorist interactive marketer in me wonders if Bronto’s “info@” and “sales@” addresses have already been blacklisted by a few servers.
4. Pay special attention to the closing line: “If you’d prefer not to receive email from Bronto, simply ignore this email and you will not be added to our list.”
A week later, it seemed that I got what should have been the email I originally expected — the one that should have been sent to me right after my call.
Is it wrong of me to hate seeing my name in ALL CAPS? I know names are placed into these types of auto-emails without human intervention. But caps? A little subtlety, please. YEAH, WE CAN PERSONALIZE! LOOK, WE PUT YOUR NAME IN THERE!
To state to the obvious, I never opted-in to that first email. And, this time, Susan wasn’t around to bring consistency to our awkward interaction:
Who are you? Huh? What just happened?
Look, every marketer sends out a bad email once in awhile. A client insists on using the phrase “click here;” the CEO hated the first stock photo, forcing you to replace it at the last minute; the sales guy demands that you to bump up the font size on his email address to 24-point. There are almost always too many chefs in the email kitchen.
But, need I remind you, Bronto is an email marketing company. This is what they do.