Colgate needs to brush up on its email communication

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What Colgate got wrong

 It forgot that in marketing communication, less can be more more, and more is only welcome if the audience sees value in it.

Some time ago, I granted Colgate permission to email me in order to receive its promotions. What I had in mind by promotions was value for me, meaning special offers and/or coupons. But Colgate seemed to think it was just about constantly reminding me about Colgate products with no financial incentive attached.

Finally, today, I decided I had enough of the Colgate clutter that wasn't bringing any value to my inbox. I put in a request to stop the emails. 

What Colgate got right

The opt-out form offers a menu of reasons to select that the folks on the marketing team should note in planning future campaigns. Most opt-outs include the first three, but this one adds a fourth option that fit my motivation exactly:

That was nice to find exactly my reason without having to fill in other or pretend I had not opted in. 

What Colgate should do with that data is plan for more effective email communication in future. If you lure customers in with the promise of special savings for subscribers, you have to deliver on that. Otherwise, you're not keeping up your end of the bargain and will lose the customer's attention and trust.

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What tech can do for your teeth

Have you been to your dentist lately? If so, you may have noticed that the office has some new machines that are transforming traditional dentistry. Tech-savvy dentists are adding 3D imaging systems that let them create custom caps for their patients in a single visit. Those of us who have had caps done years ago can appreciate the difference between the experience then and now.

When I had to get a tooth capped seven years ago, I had to schedule two dental visits a couple of weeks apart. During my first appointment, I had to have an impression made to serve as the mold for a cap to be created in a lab. I also got a temporary cap that had to last until the real cap arrived and could be cemented into my mouth. My dentists favored a particular lab in California, so the cap took close to two weeks to arrive. Once it was at the office, I was able to come in for my second session. The temporary was removed, and the final cap was installed.

What a difference a few years can make!
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Technology You Can Sink Your Teeth Into