Email, Email Marketing Advice

Sloths Die. Why I Want My Guacamole NOW

Is your email list acquisition program too slow?

If you’re going to ask consumers to divulge personal information in exchange for a special offer, the chances that your customers will participate go up dramatically if you fulfill your end of the bargain with haste.

If I sign up to download a Webinar, I get access to that Webinar immediately. Same thing with whitepapers. Smart marketers make sure that new subscribers to an email newsletter get an instant welcome message, because these are often the highest-converting emails in the entire program. (See my post about the Honeymoon Segment here)

email consultant guacamole Sloths Die. Why I Want My Guacamole NOWIf you want to improve the likelihood that I’ll play ball, give me something simultaneous to my provision of data. That’s why this list acquisition program for Mexican restaurant chain El Torito misses the mark.

At each table in the restaurant (I was in a suburban Los Angeles location), the restaurant cleverly placed a large, bold form that shouted “Free Guacamole when you join our e-club.” As a lover of email marketing and guacamole (and not necessarily in that order), I was intrigued.

Upon further review of the fine print, however, I discovered that a coupon for free guacamole would be emailed to me within 3-4 weeks. What? You can’t turn around an email coupon for a month? Zappos.com can get me shoes overnight, but El Torito can’t get me an email for 30 days?

LIke many businesses trying to capture data on-site, El Torito would benefit from a mobile opt-in campaign whereby customers can text message their information and be signed up on the spot. (See my post about US Airways’ mobile opt-in program)

Failing that, if they are concerned about fraud leading to gallons of free guacamole give-aways (my assumption for the reason behind the 3-4 week delay), the restaurant could easily buy a single iphone or netbook computer and validate email addresses within 10 seconds.

It’s great news that restaurants and other consumer-facing businesses want to build relationships with their customers via email. But, you have to make the value exchange meaningful and rapid for consumers to get involved.

Related
  • http://thelostjacket.com/ Stuart Foster

    Wow? That does seem insane for an online promotion. The only thing they had to do was send you an email to print out? Kind of lazy on that front.

    Although, I love the fact that Zappos has now become THE standard for excellence in online business.

    Stuart Foster’s last blog post..Helping People Rocks

  • http://thelostjacket.com/ Stuart Foster

    Wow? That does seem insane for an online promotion. The only thing they had to do was send you an email to print out? Kind of lazy on that front.

    Although, I love the fact that Zappos has now become THE standard for excellence in online business.

    Stuart Foster’s last blog post..Helping People Rocks

  • http://thelostjacket.com Stuart Foster

    Wow? That does seem insane for an online promotion. The only thing they had to do was send you an email to print out? Kind of lazy on that front.

    Although, I love the fact that Zappos has now become THE standard for excellence in online business.

    Stuart Foster’s last blog post..Helping People Rocks

  • http://ekolsky.wordpress.com/ Esteban Kolsky

    This is one of those times when you can truly say, they don’t get it. Although this is not the standard.

    I have signed up for email lists at retail stores of all sorts, and some of them have gotten me the initial promise before I even left the store (via Blackberry).

    I cannot see the technology being the issue here, I can definitely see the old marketing guard just not understanding the speed at which relationships are made, and lost, in these days and age.

    Interesting post, thanks.

    Esteban Kolsky’s last blog post..Customer Centric? Where is the ROI on That?

  • http://ekolsky.wordpress.com/ Esteban Kolsky

    This is one of those times when you can truly say, they don’t get it. Although this is not the standard.

    I have signed up for email lists at retail stores of all sorts, and some of them have gotten me the initial promise before I even left the store (via Blackberry).

    I cannot see the technology being the issue here, I can definitely see the old marketing guard just not understanding the speed at which relationships are made, and lost, in these days and age.

    Interesting post, thanks.

    Esteban Kolsky’s last blog post..Customer Centric? Where is the ROI on That?

  • http://ekolsky.wordpress.com Esteban Kolsky

    This is one of those times when you can truly say, they don’t get it. Although this is not the standard.

    I have signed up for email lists at retail stores of all sorts, and some of them have gotten me the initial promise before I even left the store (via Blackberry).

    I cannot see the technology being the issue here, I can definitely see the old marketing guard just not understanding the speed at which relationships are made, and lost, in these days and age.

    Interesting post, thanks.

    Esteban Kolsky’s last blog post..Customer Centric? Where is the ROI on That?

  • Lesllie Mendoza

    Your Message
    If you sign up directly at the El Torito website, http://www.eltorito.com you will receive your “Free Guacamole” coupon instantaneously

  • Lesllie Mendoza

    Your Message
    If you sign up directly at the El Torito website, http://www.eltorito.com you will receive your “Free Guacamole” coupon instantaneously

  • http://YourWebsite Lesllie Mendoza

    Your Message
    If you sign up directly at the El Torito website, http://www.eltorito.com you will receive your “Free Guacamole” coupon instantaneously

  • http://twitter.com/bduverneuil/status/1649328342 Benoit Duverneuil

    Reading: Sloths Die. Why I Want My Guacamole NOW http://ow.ly/4nLZ

  • http://twitter.com/jonjonbailey/status/1649819483 Jonathan Bailey

    Great title /great info RT @jaybaer: Sloths Die. Why I Want My Guacamole Now! Is your email subscription process too slow? http://is.gd/vnvt

  • http://www.sellinggreaterlouisville.com/ Scott Hack

    Maybe their customer cycle is longer then 3-4 weeks, so they want to send the coupon out to shorten your revisit cycle?

    Scott Hack’s last blog post..Buckner Best Family Friendly City in Kentucky

  • http://www.sellinggreaterlouisville.com/ Scott Hack

    Maybe their customer cycle is longer then 3-4 weeks, so they want to send the coupon out to shorten your revisit cycle?

    Scott Hack’s last blog post..Buckner Best Family Friendly City in Kentucky

  • http://www.sellinggreaterlouisville.com Scott Hack

    Maybe their customer cycle is longer then 3-4 weeks, so they want to send the coupon out to shorten your revisit cycle?

    Scott Hack’s last blog post..Buckner Best Family Friendly City in Kentucky

  • http://twitter.com/manne/status/ Magnus Hultberg

    If you promise a give away for a diner’s effort, give the benefit immediately! http://ping.fm/gEIqM

  • letstalkandchat

    If you’re looking for webinar software, then check out Evergreen Business System. Its perfect for marketers and let’s you automate the scheduling of your webinars, build your list, and even follow up with your webinar registrants. If you’re going to buy Evergreen Business System, then you might as well get a free bonus! So check out http://www.mikelmurphy.com/evergreen-business-system-bonus-webinar-software/ and you’ll get a great bonus that tells you how to create a webinar, what is a webinar, and a blueprint for making a successful one. None of the other people offering bonuses are offering this. Hurry in case the guy (some dude that worked on Lord of the RIngs) offering the bonus decides to pull it down.