Even the "Big Guys" Have Room to Improve

I recently placed an order from Neiman Marcus' clearance web site LastCall.com. Two days later I received this email welcoming me to LastCall.com.

There are three things going on in this email that should be troubling to an email marketer. The first thing I noticed was the personal greeting from the Vice-President, Managing Director of Last Call. It doesn't feel sincere. Am I seriously to believe that this email came from someone so high up in such a large organization? Had the email come from someone lower in the company, say a customer service representative, and if it was actually a personal email, I would have appreciated that much more.

The second issue is that the email came with a special offer of a coupon code that I can use to get free shipping on my next order of any amount. Neiman Marcus must not utilizing their customer purchase history data in the emails very well. If they were, they would have noticed that I had already used that exact same code when I placed this order. All it took was a quick Google search to find it, and now Neiman Marcus is undercutting themselves by offering the same incentive again.

Lastly, I could find no link to unsubscribe from their emails. Looking closer, I found a regular mail address labeled "Attn: Email Removal, Customer Care Department". Apparently, I have to send a snail mail to Neiman Marcus to opt out of their emails. Unbelievable.

So, what should the marketer at Neiman Marcus do?

  1. Make the personal email come from someone that I could contact if I wanted to. The email doesn't actually have to come from a person. It can originate in their automated email platform, but give the name of a customer service person who can be called or emailed. This connects the customer with Neiman Marcus in a more real way. If you're a smaller online retailer, an invitation from the President probably works, but for a company the size of Neiman Marcus, it doesn't feel legitimate. 
  2. Use the data from the order management software to segment emails so that a coupon offer doesn't go to customers who have already used that coupon code. 
  3. Make an unsubscribe link. I'm not even going to explain why this is a good idea.

-Scot

LastcallEmail

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