J. Crew are lazy Email Marketers
Dear J.Crew,
I’ve got to be honest….you’re lazy. I like some of your products, so I signed up for your email list. Little did I know how little you actually care about me.
You email me 8-9 times a month (in 2007 so far). You told me I would be “The First to Know” about promotions, special collections, deals, etc….
Apparently, my interests don’t really drive these emails.
You have sent me “Sales”, which only have 1-2 products in my size. This recent offer really got me excited. Ballet shoes for girls 2-10? Seriously?
When I went to try to tell you more about my self, you knew that you were emailing me too much, so you asked if I would like to be emailed “less frequently”.
You should have put the option of “Send me stuff I might actually buy.”
They say Email Marketing is a science. Getting preferences and segmenting your list is pretty basic science - kind of like gravity.
I know you need to make money, everybody does. But if you put just the tiniest bit of effort into it, it might actually make your subscribers happy - and make a little bit of money too.
Thanks to Return on Subscriber for this great article.