July 18, 2011

Dear Big Company: Why Your Best Customer Offer Doesn’t Cut It!

published this at 7:54 am

The Wrong Kind of Attention

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As I checked my bulk email, a subject line stood out to me. It read …

Only For Our Best Customers > Charisma Now On Sale!

I thought. there’s an “almost clever” idea meant to get me to look inside.
Charisma is the name of a bedding product line the company sells. I’ve bought it in the past and I am a fan. So the email ad should have made positive points … right?

It had the opposite effect. Here’s why.

Dear Big Company: Why Your Best Customer Offer Doesn’t Cut It

From the moment I read the subject line, my mind was brought to the offer not to the product. I was thinking What makes me a best customer and what’s so special about this best customer offer? That’s a doubly dangerous line to walk. After all, something ONLY for best customers really should be something exclusive and highly rewarding.

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