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Wednesday, September 06, 2006

Starbucks Needs a Jolt on Email Policy

The whole Starbucks debacle is well documented but it shows how powerful, viral and dangerous email marketing can be for a brand. While I doubt corporate signed off on this promotion, I bet the whole mess could have been avoided if Starbucks had a companywide policy on how, when and why email marketing can be used. Then, of course, not listing basic Ts & Cs in any promotion is foolish.

Good internal policies can prevent the chaos from occurring and basic compliance and regulation footers can seal any flooding that may get out as well.

The thing about the best viral email marketing is it is rarely planned to be viral. It just happens. Be prepared when it does.

By the way, I love that Caribou seized the moment to grab new customers and awareness during a national "scandal" for Starbucks.


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