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Avoiding Pandora’s Inbox

Type: Blog

Avoiding Pandora’s Inbox
Ahhh, the email inbox. A modern marketer’s potential Pandora’s Box. The drive to personalize and grab a reader’s attention is par for the course when it comes to contacting consumers. But you’ve been there too – staring at the screen in disbelief at what’s come out of Pandora’s inbox. The subject line that screams: “Is this you? I hope so!”


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In case you were wondering, I’m not interested in any of those emails, though I’m sure they were well-intentioned. Those cringe-worthy moments are brought to you by poorly crossed marketing wires. And the unfortunate attempts at one-to-one marketing aren’t just a head-shake for those of us already focused on personalized communications, it’s also a watershed moment in the customer’s experience with the brand.According to a recent Gigya survey, 67 percent of respondents unsubscribe from an email list after receiving irrelevant information. Equally frightening – 43 percent of consumers ignore future communications, and apparently 20 percent are so incensed that they stop buying products from the company entirely! That means a single wrong email can, in theory, lose you a swath of customers who dispense punishment by dispensing with you.

Preference management – the active collection, maintenance and distribution of
unique consumer characteristics, such as product interest, communication channel preference and frequency of communication – is a proactive way to understand your customer’s wants and needs, as well as whether they would be interested in emails
about teething rings or not.

When you can communicate with your customers on a personalized basis, you’re
able to focus on sending out the emails that best relate your brand to that
particular customer. That means fewer opt-outs, more sales, marketing bliss.

Eric Tejeda

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

What Our Customers Say

We could go on forever about the benefits of preference management, but sometimes it’s better to let our customers do the talking.

Listen to their challenges and solutions — and get inspired!


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