An Example of What NOT to do in Email Marketing

Posted on December 4, 2007
Filed Under Tech |

The Shield

Dear Amazon.com Customer,
As someone who has bought DVD boxed sets at Amazon.com, you might like to know that we have exclusive custom bundles of some of your favorite movies and TV series. You won’t find these anywhere else, and at up to 67% off, now is a great time to get them.

Here’s what’s wrong with this email:

  1. Amazon knows my name. Why aren’t they using it?
  2. I have never purchased a DVD boxed set from Amazon. In fact, I have never purchased any DVDs from Amazon.

It’s so easy to send targeted, relevant emails to your customers. Amazon usually does a good job of making sure the marketing emails they send to me are about products that I am actually interested in buying (based on an analysis of my past purchases).

They have the technology, why have they suddenly decided not to use it?

Comments

One Response to “An Example of What NOT to do in Email Marketing”

  1. Seleena on December 5th, 2007 2:51 pm

    I’d be concerned about this for a second, that is if I ever read the emails sent from sites where I am a member…might check and see if someone has used your account to purchase dvd’s just in case?

    But that’s probably unlikely.

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