Reminding vs Bothering

Recently I created an account on Snapfish, the photo sharing/publishing service owned by HP. So far I like the service.

This morning, I received an email from them with the subject line, "Your 20 credits are expiring." (When I registered, I got credits toward ordering prints of photos.)

My first reaction: Well, I want to use them, I'm glad they are reminding me. I need to upload the photos that I want to print, though... Hmm, do I have time for that today?

Then I read the message:

A few weeks ago, you uploaded digital photos to Snapfish. You earned a credit for 20 free 4x6" digital camera prints in your account, but this credit will expire soon.

Order your free prints before they expire on 08/04/2006.

The folks at Snapfish have a funny definition of "soon." It's June 19. I don't think August 4 is exactly "soon."

Had this message arrived in late July, it would have been a helfpul reminder to take advantage of a good offer. In June, it's an annoyance.

Write to your customers when you have something to say to them. Don't bother them when you don't. And don't alarm them by telling them something is "about" to expire... the month after next.