If you don't want a viral effect, don't send it by email
Latest posts | Feed | By Mark Brownlow on August 31, 2006
The folks at Seattlest report on how a free drink coupon allegedly intended for local and limited distribution got out of hand because Starbucks sent it round via email.
Needless to say, the forward button came into play and before you know it, the company is issuing apologetic press releases (they stopped honoring the coupon) and getting the kind of word of mouth they probably didn't want.
Although in this day and age, you wouldn't be surprised if it wasn't all an elaborate plot to get media coverage of their iced coffee. What cynical times we live in.
(Update: Seth Godin comments on the tale and draws out some business lessons. His Rule#1 is particularly key for email marketers to note.)
Needless to say, the forward button came into play and before you know it, the company is issuing apologetic press releases (they stopped honoring the coupon) and getting the kind of word of mouth they probably didn't want.
Although in this day and age, you wouldn't be surprised if it wasn't all an elaborate plot to get media coverage of their iced coffee. What cynical times we live in.
(Update: Seth Godin comments on the tale and draws out some business lessons. His Rule#1 is particularly key for email marketers to note.)
[This post brought to you by Campaigner Email Marketing]
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