Advertising By Invitation
Two emails from Land’s End this morning. One to the email address I’d been using for 20 years; the other to the new one I attempted to switch my account to.
Subject line for the message that went to the old address: “Ends today: 25% off your order, for best customers only”
Subject line to the new address: “Ends today: 20% off your order”
The content of the body of the emails is identical, except for the amount of the discount.
We invite companies to advertise to us when we sign up for alerts on their websites, or make purchases and don’t opt out of promotional messages. What an incredible opportunity we give those advertisers.
Just don’t try to change your email address or you’ll mess them up.
Mayer On Marketing, Licensing, and Merchandising 