There’s really nothing more irritating than lazy marketing. It’s when a marketer expects you to just hand over your money to them. The marketer is behaving lazily — they don’t invest their time researching and developing a compelling offer that drives consumers to purchase the product/service.
So imagine my frustration when a lazy marketing email arrived in my inbox from Netflix, a company that I’m a big fan of and I’ve written about in the past. It was a win-back offer asking me to renew my recently cancelled subscription. I had closed my account when Netflix announced that their 1-DVD rental/unlimited streaming service was increasing from about $10 to $16 per month earlier this year. Actually, I considered subscribing only to their streaming service but felt that the value wasn’t there at the $7.99 per month price point. While I am a believer that streaming media is the wave of the future, I felt that the Netflix library (or anyone else’s these days) is a bit anemic. So shortly after shutting it down, the win-back emails started rolling in and while I ignored the first one or two, I started to notice a surprising pattern.