Once you have registered with Harrods, you will receive newsletters by e-mails every week. Some people might think every newsletter is interesting, and they would like to spend time click the link inside the e-mail to check the latest information about Harrods. But some people might think it is annoying, when they receive these e-mails, they put those into trash without to have a look. According to mailjet (2014), 73.3% of people said email marketing is more annoying than social media. At first glance, this number is confusing, because users do not consciously opt in to promoted social media posts like they do email marketing communication.

Here are three ways to make sure Harrods email is not annoying:

• Personalised cadence: Always track customer engagement. Also give customers an option at opt-in to choose how they would like to be communicated with.
• Doesn’t Sensationalise: By real with your customers.
• Cohesive Experience: Make it easy for users to click through and continue engaging with your product and other brand materials.

This is the email I received from Harrods, it was a reminder that do not forget 10% off weekend at the last day.

Reference:

Mailjet. (2014). Are Your Emails More Annoying Than Social Media?.Available: https://www.mailjet.com/blog/flight-school-fridays-are-your-emails-more-annoying-than-social-media/#. Last accessed 26th April 2015.