Comments on: Lands’ End’s Big Warm Up: The best viral video I’ve ever missed

By: jlsimons

jlsimons — Thu, 10 Dec 2009 22:35:53 +0000

Marrus, your community is totally wired up to you with your LiveJournal blog and your Facebook pages, so you don’t need to send out emails to them.

In fact, marketers are pursuing social media because it allows them to do exactly what you do: stay in touch with your community without needing to send out emails, which while cheaper than direct mail still have a cost associated with them. They’ll even spend big time just to push people into that less expensive channel: TGI Fridays used TV to get people to Friend Woody on Facebook and got over a million fans that they can now advertise to for free on Facebook.

So I agree with you… two emails a year in your case is plenty. For a retailer like Lands’ End, I’d say 16 emails in 12 days is too many. Something in the middle is just right, and that something is different for everyone, changes over time, and needs to constantly be tested.

By: Marrus

Marrus — Thu, 10 Dec 2009 22:06:09 +0000

Wow – I didn’t see this one, either, but what a great concept!

I’ve been told that the one or two emails I send out a year aren’t enough to keep my fan base happy, but I think that with my blog & FaceBook, that amount is plenty.

Then again, I’m an artist, not a marketer, Jim! Do you disagree with me? (Not on me being an artist, but on the frequency of my email updates…)

By: jlsimons

jlsimons — Thu, 10 Dec 2009 17:15:25 +0000

Ah, interesting you should ask, Josef, since it was one of your retweets about the video that finally caught my attention. Of course, it didn’t catch my attention until Dec. 1st… one of the problems with Twitter is keeping up with everything in real time. If I don’t catch it as it happens, it may take me a few days until I review my favorite tweeters to make sure I don’t miss something.
As for green, I get Lands’ End print catalogs too. And, not to be a stickler, but it’s not canvas bags they’re selling, but canvas pants. Although if I tie up the legs, I guess I could use the pants as a bag…

By: Josef Katz

Josef Katz — Thu, 10 Dec 2009 02:25:41 +0000

So how did you find out about the video on 12/1 if you missed all the emails prior to the event…
Maybe they were pushing the canvas via all those emails to show you how “green” they were as a company (no catalogs and everyone is all about the canvas reusable bag…)