As part of our coverage of the holiday shopping season, the editors at Internet Retailer each are tracking 10 web retailers to gauge promotions during the spending season. I’m surprised to report that only two of the eight on my list that had e-mail sign-up options—offering notifications of exclusive deals and discounts—included an actual deal in the welcome e-mail.
Three welcome e-mails offered no incentive, although one of those followed up the same day with notice of the same sale featured on its web site, and three have not sent any kind of e-mail, five days after signing up.
As a consumer, I want retailers to give me a price discount, or a quantity discount, or a break on shipping or some type of unique incentive to prove I made the right choice in signing up for e-mail. In short, I want a retailer to want me.
While it might be polite to acknowledge my sign-up with a thank-you note, it’s not necessary. We are rolling into that time of year when money is beginning to flow out of my pockets to buy gifts for family and friends. What I need you, as a retailer, is to tell me is how much of my money I get to keep.
It seems a fine opportunity to deliver on promised savings was missed by the majority of these web retailers. Or am I missing something?