Wednesday, April 19, 2017

SiriusXM's Lead Nurture Marketing Spam

Last year we bought a car with SiriusXM integrated into the audio system. As most new owners do, we activated the service for the trial period. While we were moderately amused, our usage was somewhat limited -- it's not like we're always driving long distances during the daily commute through Silicon Valley. For that reason, radio seemed adequate enough, so the cost of the SiriusXM service seemed excessive and unnecessary. By not signing up for the service, we got put into their lead nurture email system.

For the past 6 months, I've been receiving offers, but I've been a bit surprised by the frequency. For example, for their most recent series, I've received three emails over the past three days. Needless to say, the offer hasn't really changed materially. Essentially, their offer is a one-time teaser price of about $25-30 for six months, then you're charged full price until you unsubscribe. But wait, there's more -- they'll also let you have unlimited online streaming to your computer as part of the deal.

It strikes me as funny, because I really thought they might actually improve on their offer. Even funnier, juxtapose the email subject line with the reality that their offer doesn't really materially change. Here's a snapshot of some of their subject line teasers.
  • You Deserve this Amazing Deal! Enjoy this Great Offer and FREE STREAMING. See Details.
  • Congratulations you have been chosen to receive this terrific offer. We hope you enjoy it, it is tr…
  • You Deserve this Amazing Deal! Enjoy this Great Offer and FREE STREAMING. See Details.
  • FINAL Notice! Please Open for More Details
  • Urgent Notice! Please Open for More Details
  • Turn your SiriusXM back on with this great offer! | See details
Of course, FINAL Notice isn't really final either.

Today, after receiving the third email in three days, I had to unsubscribe. I know, that means I may miss "this Amazing Deal," but I guess we'll have to find a way to survive.

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