Spotify's Valentines Day Email Promotion: Reminder of Timeliness & Segmentation


A good reminder here from Spotify about the:- power of timely marketing campaigns, and the - importance of user segmentation / relevant messaging

The good: this is a clever email merchandised nicely for Valentines Day (timely) and creatively (just really well designed and done - I like it). It is also actionable and tempting: a free 30 days of Spotify Premium? That is a strong offer and Spotify knows that the switching cost once you've tasted their mobile offering is high.

The bad: I am already a subscriber. So I shouldn't receive this. It isn't relevant and frankly a little off-putting since I didn't receive this offer =)

While that is not a real problem: it is a reminder that user segmenation of marketing, messaging, offers, etc is really important. For instance, if I had received this a day or two after initially subscribing - it would have been more uncomfortable.