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Managing your Preferences
August 29, 2006
Clothing retailers are some of the worst offenders of "missing the mark". Over the last couple years that I have been on Banana Republic, Nordstrom, and J. Crew email lists, I have yet to receive an email that is about men's clothing. While I don’t mind looking at the women that come through in the emails from them - they pull from a pretty nice talent pool - it is never going to entice me to buy.
None of these brands has a way to update your notification settings on what you would like to receive. In order to switch it has taken multiple emails (Banana Republic) as well as phone calls in store (J. Crew) but some have not changed (Nordstrom).
Note to online retailers, and marketers in general, if you offer multiple product lines, let people update what they want to see. In our most recent quarterly study we found over 60% of people unsubscribe to irrelevant content - and marketing to the wrong segment year round is not a good idea.
If it is around the holidays, Valentine's Day, Mother's Day, then that makes sense, but all year, come on guys, you are better than that.
Posted by Jeff.
