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

Here’s some quotes I like that were too long to tweet.

“You are surrounded by simple, obvious solutions that can dramatically increase your income, power, influence and success. The problem is, you just don’t see them.” – Jay Abraham

“When defeat comes, accept it as a signal that your plans are not sound, rebuild those plans, and set sail once more toward your coveted goal.” – Napoleon Hill

“I know that I have the ability to achieve the object of my Definite Purpose in life, therefore, I demand of myself persistent, continuous action toward its attainment, and I here and now promise to render such action.” – Napoleon Hill

“Do not wait; the time will never be “just right.” Start where you stand, and work with whatever tools you may have at your command, and better tools will be found as you go along.” – Napoleon Hill