Michelle's E-Marketing Blog

Do you receive loads and loads of emails every day from various companies/services? I know I do. It seems that Hotmail’s junk filter is actually pretty effective (finally) because I really don’t seem to get any spam emails…though sometimes it feels like it because I’ve signed up for so many email lists in the past.

According to eMarketer, e-mail is the #1 way marketers create a “personalized customer experience” which explains the mass influx of emails to my inbox daily. However, my problem with the emails I’ve been receiving lately has been a blatant lack of personalization. The most glaring example that comes to mind are the emails I receive from Urban Outfitters. I find that even my positive predisposition towards the brand can’t save these guys. Pretty much all the newsletters contain information about a current or upcoming promotion with some decent deals and then the following series of events unfold. 1) I get excited about a promotion ex. free shipping. 2) I peruse the amazingly comprehensive online catalogue and see something I’d like. 3) I ultimately notice the fine print which goes something along the lines of “for US residents only”. 4) I succumb to some form of frustration/rage. 5) Repeat. Why Urban Outfitters? Why are you continually sending me promotions which are only available to US residents when I signed up for the mailing list in-store in Vancouver?

This impersonal aspect can hurt a firm’s online marketing. According to eMarketer most marketing professionals felt their brands could be at risk because of a lack of customer engagement caused by generic emails. Apparently most companies are attempting at least basic personalization.

I hope the trend towards increased personalization continues so that newsletters I’ve signed up for provide information that is actually relevant to me rather than someone in another country.

I did unsubscribe to the Urban Outfitters emails pretty quickly but it definitely didn’t affect my shopping habits in-store (too in love with the clothes for my own good) so there’s something to be said for that. However, how much business have they lost from me online?

Reference: Are Impersonal messages Hurting Your Online Marketing?