A Contact is a Terrible Thing to Waste

A few weeks ago I ordered a gift for Mother’s Day, one of the fruit bouquets you see fruit_bouquetadvertised just about everywhere. I placed my order a week in advance, arranged for delivery and thought I was done. But what I had inadvertently done was sign myself up for a barrage of attacks on my inbox. You see, when I placed my order I innocently clicked the box saying it was OK to send me special offers. What I didn’t know was they would email me twice a day, every day through Mother’s Day, reminding me it was not too late to make the purchase that I had already made.

I thought that was it, with the holiday over they would leave me alone. Oh no, Monday morning they hit me again to tell me it would be a great graduation gift. I thought maybe they would let me update my preferences to let them know I only need an email once a month or even once a week. Nope, my choice was all or nothing. I voted for nothing.

About that same time, I made another online purchase and once again the emails started coming. Today I got two from that retailer before 8:00 AM. Update preferences? Yes, I think I will. But they didn’t give me the chance to get fewer emails. No, they only gave me the chance to sign up for more emails from other companies. Unsubscribe to all was my choice.

In both case they had a chance to keep in contact with a happy customer but they abused that opportunity. In both cases they spent money on advertising in both traditional and online media to attract me as a customer. In both cases I was very happy with the product, but right now I don’t want to do business with either. They had a chance to keep in touch with a valuable contact but they squandered it, now they have nothing.  If you’ve had similar abusive email relationships with companies, please don’t email to tell me your story, my in-box is already full.

– Jim