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

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

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

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

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

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

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

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

December 1^st:  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.