We all get direct marketing emails these days. It’s the most common way retailers and sellers try to entice you to buy from them, especially if you are a loyal customer. All your data is stored on a database somewhere in our cyber world.
I recently received an email (for women only) and it began with:
If you’re like many women, Kevin, you sense deep down, in your clearest moments, that there are greater possibilities for your life than you’ve been able to realise so far…Which is why I’m writing today with a FREE gift that can amplify your power to manifest what you most desire ten-fold!
I must admit, I felt a bit outraged. Me? A woman? The retailer obviously had my details but how could they get it so wrong? Especially in our current climate of ultra-sensitivity around gender discrimination, why would any retailer alienate a loyal customer or prospective customer this way? Even if the marketer were a bit short on time (translation = just being lazy) surely you could have written the email in such a way that it would appeal to both genders? Eg. For women or the special woman in your life)
A 2018 Accenture survey found that 91% of consumers are more likely to shop with brands who recognise, remember and provide them with relevant offers and recommendations. This email was an experience that I will never forget – it is memorable for the wrong reasons! All the fundamentals of marketing and communications were just bypassed. The offer wasn’t…