Everyone knows this but here comes the million dollar question – when exactly is ‘right’?!

Recently, I received the below from Professional Association of Diving Instructors, PADI

(click to enlarge image)

It usually requires a combination of factors to fully optimise the potential electronic direct mailer (EDM).
-          Clarity of the purpose
-          Accurate and relevant targeting
-          Engage the recipient personally and trigger response

You won’t believe how impressed I was. It was not merely a generic email congratulating that I’ve passed my advanced open water diver course. The EDM was simple yet it fulfils the ‘Right’ criteria.

Firstly, accuracy – it got my name correct with a friendly touch.  Not ‘dear George’, not ‘dear gregory@f5dc.com’, ‘dear customer’, ‘dear S9876543A” and not ‘dear diver’.

Simple thing but not always used.

Secondly, update – it acknowledged my completion and informed me my new card is being process.

Thirdly, association -not only it got my name correct, my instructor’s name is there too.

Fourth, relevance – it proposed appropriate next course of action, the Rescue Diver certification and accompanied with the related links for further information.

Well, from what I see PADI can make it even better.

For next step, the EDM can be integrated it into a dedicated 1to1 website. It should be personalised in a way that when log in, divers can track their own progressions or download soft copy of their certification! With other information such as location, diving history made available, opportunities of further targeted marketing will be present. The website can also evolve into a niche social networking site. The success of that will be another story, of course.