Sometimes when you see art, it is hard to describe why you like it. You just like it – call it gut reaction, it “moves you”, etc. It works the other way also. Maybe you don’t like something, and when challenged to describe why, you may struggle.
I received an e-mail from Best Buy the other day – and right out of the chute I did not like it. I suppose it is not very compelling reading for you if i leave it at that “I just don;t like it” so I will break it down into a couple of tangible reasons.
Let’s start with the overall premise – of Best Buy trying to capitalize on Valentine’s Day. While they might have a slight advantage over Ace Hardware or Bass Pro Shops, Best Buy does not exactly scream “Valentine’s Day” to me. But – I will cut them some slack here – they have to try something so I will look past the obvious overall disadvantage they face in this situation.
Let’s take a look at the subject line – which we all know is terribly important in e-mail marketing. “Sweet deals for your Valentine + free shipping on everything” is the subject line. Sweet deals! That’s your best shot? Hearts on a TV screen? Marketing Genius at work! Let’s face it – Valentine’s day is for Women – and men go along with it for obvious reasons. If you had to go with a TV (a stretch for Cupid anyway) maybe a movie scene on the screen. Something that appeals to women – ‘The Notebook”?
How about the other half of the “offer” – “free shipping on everything“. Newsflash to Best Buy – we all live in the land of Amazon Prime – and frankly free shipping as an offer “ain’t what it used to be”. Here is an idea they could have used; What if they were to partner with a spa like Mario Tricoci and offer a free pedicure for the lady with all big screen TV purchases. Perhaps we have just entered the land of interesting!
If I were to sum up my overall opinion of this effort in one word – it would be “forced”. I am sure it is on a promotional calendar of some e-mail marketing person at Best Buy. So they checked it off of their to do list – however ineffective their effort turned out to be. Don’t make this mistake. Your interactions with customers are precious, and should always be your best work. Don’t waste your precious moments. Capitalize on the opportunity to show people something great!