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.

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