I am the proud recipient of a useless email from Apple.

The email is titled “Get your groove on. In four new colors.”

Why is it useless?  I’ll tell you.

I am the proud owner of an iPhone.  Why the heck do I want an iPod Shuffle?!!

Sure, it is *possible* that I want an iPod Shuffle.  I am not sure that I would decide to buy one because they are in 4 more colors.  Still, I may want one for my new workout regimen.  Or perhaps I want one for a friend as the holidays approach.  Apple is selling a feature (more colors) rather than a need.

What’s the harm I hear you ask.  Well, it dilutes the importance I place on emails from Apple in the future.  I may well delete their next email deeming it unrelated.  Why would I want to waste my time on something I am not likely to want?

What does this mean to you?

When you are marketing your product or service, make sure you are targeting the right audience with the right message.  Look at what you already know about the people on your email list.  How can it be useful?  Once you figure that out, tell a story.  For example:

Having trouble deciding what to get your music loving wife for the Holidays?  Consider the new iPod Shuffle.  It is small enough to fit in her handbag, and now comes in four new colors for the fall season.