Simms Jenkins tells the tale of “E-mail Marketing Lessons From Two Retailers”
Open and Honest – Zappos
…[Zappos] took some bold steps in communicating expectations with its subscribers. It sent an e-mail outlining that starting Nov. 16, 2009, e-mail frequency would increase, but only for five weeks.
Read the Samll Print – Restoration Hardware
Reminder: Extended 1 Day Only. Save 20% During Friends & Family…. …Well, apparently 20 percent off everything means only 20 percent off some things. So, a perfectly teed up e-mail leads to a very unfavorable in-store user experience.
Are bold attention grabbing headline just par for the course now? Even if that means the small print undermines everything the headline promises? Buyer beware or poor marketing? Post your comments below.
Ed