Ben & Jerry's drop email in favor of social media marketing

You might want to read this post about Ben & Jerry's strategy here...

http://felixvelarde.blogspot.c...

Yes it is great to be in control like all those "dead" (literally)Facebook users who are still sending out updates.

I agree with Simms that letting customers choose their channel would be the best route. What if Facebook and/or Twitter phase out? How will they regain their customers on the next big network? Hopefully people keep their same email addresses so Ben and Jerry's can contact them the 'old fashioned way' in the future. Though I've heard Dippin' Dots is the ice cream of the future...

On the flip side, kudos to Ben and Jerry's for listening to their customers. Too few companies get caught in a cloud of what they think their customers want, rather than just asking them directly.

Best,

Haley, @haleylandsman

Oranges and apples...kinda makes sense for a popular ice cream vendor versus say, a bank, or an automaker. Can't say I'd want a blast email from every vendor in my shopping basket but I would appreciate a targeted email about a recall on my 1993 Volkswagen Vuvuzela and a specific recommendation on which dealer is closest to my zip code to get it looked at.

Granted, I run an email marketing focused digital agency but why wouldn't they provide each customer the opportunity to pick their preferred channel as surely not all of their customers prefer social? While this move surely will gain street cred in the social marketing world, it seems very short sighted in an overall customer experience viewpoint.

Regards,

Simms Jenkins - CEO, BrightWave Marketing