• General 0844 586 0001
  • Support 0844 5877 360
  • Login
Latest Blogs:

5 Blue Monday Campaigns to Cheer Up Your Audience

Examples of Paid Social Media Marketing

Is Paid Social Media Marketing Really Worth It?

Your Guide to Email and SMS Marketing: Part 2

Your Guide to Email and SMS Marketing: Part 1

How to Present Best Looking Emails: The Black Friday Edition

Problems Solved by Progressive Profiling 

Purify Your Progressive Profiling Methods

5 Steps to Perfect Progressive Profiling

Join our Journey into TikTok!

MENU
Pure360
  • Product
        • Platform

        • Integrate
        • Analyse
        • Personalise
        • Deliver
        • Features

        • Email Marketing
        • Website Personalisation
        • Marketing Automation
        • Email Personalisation
        • Consultancy

        • Maturity Model
        • Strategic Planning
        • Customer Success
        • Why Pure360
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Industry Solutions
        • Ecommerce
        • Travel & Hospitality
        • Retail & Fashion
        • Health & Beauty
        • Insurance
        • Publishing
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Services
    • Customer Success Team
    • Managed Services
    • Creative Services
    • Abandonment Recovery
    • Single Customer View
  • Resources
    • Blog
    • Guides
    • Webinars
    • Events
    • Case Studies
    • COVID-19 Strategies
  • Pricing
  • About
    • About Pure360
    • Meet the Team
    • Careers
    • Pure360 and GDPR
    • Contact Us
    • Customer Success
    • Support
  • Book a Demo

💪 How strong is your email game? Find out how to stack up against your industry peers by taking the Pure360 Bench Test

Apple’s second email marketing blunder of the year

Published June 6, 2013

Whether you’re an Apple fan or not, I think we all admire the way they’ve grown massively over the last 12 years or so from a brand that was only really considered by designers to arguably one of the biggest household names for consumer goods. Since the launch of the first iPod in 2001 Apple have re-launched themselves as a highly fashionable and sort after brand. As well as having sleek, user friendly products, they’ve had the right marketing which has helped them revolutionise the way consumers see their brand. Having said this, like the best of us, they do still make marketing mistakes, and with a name as big as Apple you can rest assured that there will be plenty of people ready to comment when they do.

History repeating itself

In March, we blogged on an Apple Mother’s Day campaign that received massive backlash from their usually adoring fans. The campaign saw recipients receiving an email suggesting the perfect gift for Mother’s day would be an iPad mini. As much as we all love our mums, I’m sure for most of us this seems a little excessive for a Mother’s Day gift! Within minutes ‘iPad’ was trending on Twitter with many ill targeted recipients writing humorous tweets. With this reaction in mind you’d have thought Apple might think quite carefully about the type of acquistional campaign they send out for Father’s Day.

It seems not, as yesterday I received a very similar campaign from Apple telling me to buy my Dad an iPad for Father’s Day! Again it seems like Apple haven’t learnt from the original campaign and it seems like they are still very much using a ‘batch and blast’ strategy here.

Why run the campaign again?

There are a few reasons why Apple may have decided to run this campaign even with the controversy they received previously with the Mother’s Day campaign. Perhaps they see all publicity as good publicity, perhaps with such a high end product they only need a few conversions to make the campaign worthwhile.

Surprisingly this Apple campaign didn’t seem to have as much of an impact as the previous one. There were only a few negative tweets on twitter and surprisingly recipients seemed more annoyed by the fact that Apple are promoting products so late in the sales cycle.

Suggestions for improvements

Apple could have done a number of things to improve this campaign – the easiest would have been to send this to a targeted audience using the data they collect from their customers. That way depending on what a customer had previously purchased (iTunes vouchers etc) they could have received a targeted suggestion of gift you may want to buy. This could minimise the negative feedback and also mean that total recipient engagement would be likely to increase.

Email & Social Personalisation & Targeting segmentation

More articles

Komal Helyer 13/06/22

5 ways to personalise your website to improve the customer experience

Consumers expect a level of personalisation from all types of businesses, with 74% of customers feeling frustrated when website content…

Read more
10 email marketing campaigns that increase customer loyalty

Komal Helyer 01/11/21

10 email marketing campaigns that increase customer loyalty

Everyone loves growing their customer base. With new customers comes new opportunities, new engagement, and new sales. However, it costs…

Read more

Komal Helyer 08/06/21

Top 5 customer review sites we love. And marketers should check out.

Over 93% of consumers take online reviews into account when making a purchasing decision. And 60% of consumers look at…

Read more
More blog posts

Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere

Product

  • Integrate
  • Analyse
  • Personalise
  • Deliver

Industries

  • Ecommerce
  • Retail and Fashion
  • Travel and Hospitality
  • Health and Beauty

Services

  • Customer Success Team
  • Managed Services
  • Creative Services

Resources

  • All
  • Blog
  • Case Studies
  • Guides
  • Webinars

About

  • Why Pure360
  • About Pure360
  • Spotler Group
  • Careers
  • Customer Success
  • Support
  • Twitter
  • Facebook
  • LinkedIn
Copyright 2023 · Cookie Policy · Privacy Policy · Licence Agreement