I love my soon-to-be previous skin care cosmetics company. I swear by them (even though I’m giving them up) and if you’ve ever seen my bathroom, you know that’s true. Unfortunately they’ve lost me as a regular customer this month (after close to 10 years) because of one simple thing, their email strategy.
When I wrote to them asking for help, I never heard back. It was both for purchasing product from their ecommerce store and also to only get the marketing emails that are relevant to me. That’s why I’m writing this post. I would love to shop with them again, but they make it too much work when I’m buying a luxury product where there are alternatives.
But first a bit of background.
I live in Washington DC and their closest spa to me is in NYC (as far as I know). Although that spa is only 4 hours away, they constantly email me that I would save $50 on a spa treatment. No offense to them, but $50 does not equal train tickets or gas all the way to NYC and definitely not a hotel room for the night. I wrote a few times asking for an email opt-out from this message so that I can get their coupon emails, but not the spa treatments and of course I never heard back.
They do have an opt-out in their email footer, but it is basically to opt-out of everything and doesn’t offer a selection for specific types of emails. When I need to restock (unless I find another brand that I love), I now have to check their site and jump through hoops just to see if a special is going on instead of just waiting for the weekly or bi-weekly coupon emails. I’m not willing to do that. They may now lose me after close to a decade of being a loyal customer.
If I was working with their marketing team (If they’re reading this I would love to work with you, hint hint and yes I am emailing this post to them), here is what I would do for them and how I could take their email marketing and turn it into a multi-channel sales funnel for both product sales and spa visits.
- Database segmentation
- Opt-in and opt-out options
- Reminder to re-order
- Facebook ads (this section is the good one)