KLM Just not getting it right with Email Marketing

Posted 14 May 2009 in Email Marketing | No Comments

I signed up to the KLM mailing list when I entered an online competition some time back.  When the emails started arriving in my inbox, I noticed one important element was missing – an unsubscribe feature. So basically KLM were using these emails to broadcast to their database and giving receivers no way of opting out.  Apart from so obviously being customer unfriendly, it is illegal.

I also wasn’t the only person to notice.  Maryrose Lyons of Brightspark Consulting wrote about her experience in making a complaint to the Data Protection Commissioners about this KLM spam.  I noticed that the last email from KLM that came into my inbox had an unsubscribe feature added to it.  Hurrah!  I duly unsubscribed and mentally congratulated Maryrose for her success.

So I am exasperated  to have received another KLM spam email in my inbox this morning.  If KLM are reading – please make note: EMAIL MARKETING 101:  YOU ARE MEANT TO REMOVE THE UNSUBSCRIBES FROM YOUR LIVE  DATABASE.   This is a textbook case of how to generate bad will towards your own brand.  Perhaps it’s time KLM called in some professionals.

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