I admit it: I’m a control freak. Particularly when it comes to sharing personal information with direct marketers. Unless I opt-in, I don’t like being spammed, online or otherwise. So when recently flagged with a new email from H&R Block, I initially went straight for the delete button.
Check out this smart video on email marketing:
But then I remembered: On April 14, I had visited a local H&R Block office for help filing my tax return (I’m also a procrastinator). Upon completing my filing, the preparer asked whether I’d be interested in receiving H&R Block emails. Yes, I said, that’d be fine. Remembering that, I stopped short of deleting the message. After all, I thought, I asked for this.
It was an inquiry as to whether I’d be willing to complete an online customer satisfaction survey–in exchange for a $5 Amazon.com gift certificate. The proposition impressed me on several levels. First, this was an email from H&R Block, an established, credible company.