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?