The PMN Blog

Oh my aching e-grane!

Michael Della Penna - Tuesday, December 02, 2008

Look, I expected to get inundated with email offers over the holiday weekend given the economy, but the kinds of messages I received showcase just how little we’ve progressed over the last 8 years or so.  Yes – email is cheap. Yes – email can be effective and efficient. Yes – the economy is hurting. But no way, no how can you continue to PUSH irrelevant offers over and over again and expect success.  It is a different world folks, and it is no wonder that, according to the DMA’s recently released Power of Direct Economic Study, email’s ROI is projected to steadily decrease.

 

So how bad is it?  How desperate were some of the world’s most prominent brands?  Well, take a look at just one of the examples from the 900 + brands I track on a regular basis.  The Worst of the Worst offender this weekend was luxury retailer, Neiman Marcus.  Here are the eight subject lines I received over six days, none of which were even opened.  Can you spell Desperation!  They are even shouting at me as much as 3 times on black Friday in the hopes of getting my attention.    

 

November 26th:  GO-TO GIFTS under $100 + Free online shipping

November 27th:  THANKSGIVING SALE: Save as much as 60% + Free online shipping

November 27th:  The After Thanksgiving Sale at Neiman Marcus Stores

November 28th:  SAVE AS MUCH AS 60% OFF! Thanksgiving Sale + Free online shipping

November 28th:  PERSONALIZED GIFTS: Put their stamp on it! + Free online shipping

November 28th:  FREE ONLINE GIFT WRAP through the weekend + Free online shipping

November 29th:  TORY BURCH gifts + Free gift wrap + Free online shipping AT ANY PRICE

November 30th:  FINAL DAY! THANKSGIVING SALE ONLINE + Free online shipping AT ANY PRICE

December 1st:  SO! YOU NEED A GIFT?  Find it here + Free gift wrap ENDS TODAY & Free online shipping

 

Folks – this is not the way a premium brand builds a strong relationship with an affluent customer. 

 

On the opposite end of the spectrum were a few brands who looked like they were trying.  They seemed to be taking small steps to use the precious holiday weekend to show their appreciation and add value to the relationships they have with their best customers.  Take Best Buy’s Member Only email. While far from perfect, Best Buy attempted to provide “exclusive in-store offers” and “bonus points” that appeared to reward loyalty and encourage return visitation with “Check back every week to see what’s new.”  It is a step in the right direction and if it could just include more customized offers based on my past purchases or wish list, and special hours for me to do my shopping without the huge crowds, they’d have one happy participating brand advocate. 

 

Who is e-annoying you the most this holiday season?
Comments (5) | Trackbacks (0) | Permalink
Comments
Steve Furman commented on 02-Dec-2008 11:41 PM
Mike, your inbox is definitely undersiege, but it's desperate times for retailers. They may be sacrificing some longer term capital for short term sales. Not an envious place to be. I still lovin' my challenge-response fool proof email filter.
Steve
Mark Saunders commented on 04-Dec-2008 12:51 AM
Retailers have no choice. The technology infrastructure isn't there to differentiate. It'll be great to learn about ESPs who are able to help. Any thoughts?
Michael Della commented on 04-Dec-2008 01:27 AM
Thanks for your comment Steve. Hopefully, retailers will use the post holiday slow down to re-think their approach for '09 or ROI will continue to fall. New strategies are needed to create a relevant conversation throughout the year. Consumers need to be engaged and encouraged to participate via creative and relevant email programs. When retailers do that they will see their messaging spread and revenues rise. The Limited which I wrote about is on the right track. Let's see if they leverage the power of email to spread the word and sell more product.
Ragy Thomas commented on 04-Dec-2008 04:17 PM
Mark - You are right. I don't think there is a technology solution yet. Regarding ESPs, not all of them have consulting practices. The latest Forrester review will help you identify the ones who do.
Anonymous commented on 22-Jan-2009 02:46 PM
Mark - Try StrongMail Systems http://www.strongmail.com. I sit on the board of directors so let me know if I can do anything to help. Best - Michael
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