GE: UltraFast Postcard Fail

I recently received a postcard from GE that merits several Fails for Content. 

The front shows an androgynous person in a high-end walk-in closet doing laundry. She is smirking at her laundry machine while either preparing to put towels in or recently having removed them. "This is not just laundry," cries the headline, "This is One & Done."

On the address side is a picture of two laundry machines -- presumably run by an app. There is very little copy on this side, only, "Wash + Dry with the UltraFast Combo," with a Call to Action to visit a specific appliance store.

As executed, this postcard has multiple Fails. Let's break down why it was a waste of money.

Confusing Audience

The front of the postcard shows someone in a combination utility room and expensive closet, with more athletic shoes than you can count. The room looks pretty expensive, like it is in the house of a one-percenter. It certainly doesn't look like this is a typical personal using a typical machine. So a typical consumer might look at the person and room and think they couldn't afford whatever the postcard is advertising.

Misleading Product

The address side shows not one, but two machines, visually suggesting that this is a washer-and-dryer combination set. It isn't, through, the picture is actually of two of the same one-piece washer/dryer appliances -- one has a stand. A typical consumer would have to look and think hard to recognize this, but they wouldn't bother. They'd likely look at the postcard fore about three seconds, then toss it.

Uncompelling Benefits, No Urgency

The communicated benefits appear to be the ability to wash and dry by using an app. Maybe that's enough to motivate a consumer to visit a website in the comfort of their own home, but it is not compelling enough to get a consumer to schlep to a store. After all, this is a low-interest category for a major purchase. Why not include an offer, such as $100 rebate for this $2,899 machine if the consumer brings in the postcard within 30 days? Even a modest incentive with a reasonable offer expiration date supports some action.

Incorrect Location

Finally, this postcard gets the store location wrong. The Hoing's Appliance location near me is in Forest Hills, not the Bronx physical address shown on the postcard. In fact, the web address on the postcard is for Forest Hills location, while the Bronx location has a different web address.

Lessons:

1. Explain your product. Clearly communicate its benefits.
2. Support your mail with online content to explain your product benefits.
3. Give the customer a reason to take action soon.
4. When directing a customer to a physical location, share the nearest location.
5. Check every URL listed in your mail.

7-Eleven: Wing Wednesday After Dark

Last Wednesday, I received this email from 7-Eleven touting “Wing Wednesday” with an offer for cheap wings. Is this Mail That Fails?

With a subject line of “It is Wings Day, my Dudes,” it seems like there is a special price on wings that particular day. That impression is bolstered by text saying, “Celebrate with some wings for less.”

Wing Wednesday email

Plus, the picture prominently displays, “WING WEDNESDAY” in the background and body copy touting, “You made it mid-week!” These both suggest that the 5/$5 Bone-in Wings is available only on, well, Wednesday.

But the email was sent to me at 10:25 pm on Wednesday, and no matter how much I might love wings, that seems a bit late in the day to be prompted for a mid-week wing order. So is this a Fail for Timing?

Maybe not. Down in the Disclosures, we learn that the wings offer is valid “thru” 1/9/24. So, it appears that I could enjoy these 5/$5 wings on a Thursday or on any other day over the next few months. Perhaps this is a bit of a Fail for Creative because it might mislead readers into thinking the offer is valid only on Wednesday -- putting a damper on responsiveness.

Finally, is 7-Eleven using “thru” rather than “through” to be informal and relatable? I don’t know.

Lessons:

1. Align the timing of your emails to your message.
2. Consider when and where it is appropriate to use informal language.

Numerix: Your Excitement Is My Boredom

I recently received a B2B email announcing “exciting news,” and it piqued my interest in all the wrong ways -- meriting a Fail for Content and perhaps even for Targeting.

First of all, the email is from someone at Numerix I don’t know and who I’ve never met, contacted, or connected with, and at a company I’ve never heard of. Yet this person sends me an email that opens with “Exciting News.”

Then, the email uses so much financial jargon that even I can’t figure out what it means -- and I work in the financial industry. What does Numerix do? What can it do for me or my employer? I don’t know, but I guess the acquisition helps them address a bunch of stuff I don’t care about.

I guess this is exciting for Numerix but, without any value proposition, this is simply a press release with several typos.

Lessons:

1. Do not assume your reader knows your company.
2. Do not assume your customer understands your jargon.
3. Avoid acronyms.
4. Use every sales and promotional contact to reinforce your value proposition.
5. Proofread your communications.

Hey Abbott! I Wish I Knew Why You Missed Me

I recently received this email from Abbott, the makers of NAVICA. It merits a Fail for Content.

The email explains that it has been almost a year since I logged into NAVICA, and my data will be deleted after a year of inactivity. What it doesn't explain is what NAVICA is or why I may have had an account. I mean, if I haven't logged in for a year, would I remember what it is?

I'm glad that my data won't be lingering around Abbott's database forever; however, it would have been useful to explain why the information will be deleted.

Here is a potential opening paragraph rewrite:

Hello,

It has been almost a year since you last logged in to NAVICA, the leading digital platform for supporting COVID-19 testing.

To ensure data privacy, we have a policy of deleting customer data after one year of inactivity. This means that, if you do not log in to your account by <date>, your account will be deleted.

Lesson:
Explain your product in every communication, even a customer service communication.

Chart House: Mom doesn't like it when you're late

This email from Chart House restaurant merits a Fail for Timing.

Offer for May 8 - 14
Sent May 14, 3:05 pm

If someone takes their mother out to dinner, they plan ahead. It is not a spur of the moment decision. The email should have been sent on May 7 or 8.

Lesson:
An offer for Mother's Day should be sent days prior to Mother's Day, not on Mother's Day afternoon.

Celebrity Cruises: Too Many Emails!

I've written a few times about Celebrity Cruises' spray & pray approach to email. In 2018, during the weeks leading to a cruise, I was bombarded with emails selling future cruises. The following month, I shared how they had emailed me again and again. Later in the year, I counted more than 200 marketing emails from them.

So many Celebrity Cruises emails,
so little time to read them

I thought this type of bombardment was a Fail for Targeting. Maybe I was wrong, because they still appear to be taking the approach -- hitting me with 19 emails within a week.

Between March 1 and March 3, Celebrity sent me 10 emails. Eight of them were upsells for my upcoming cruise -- drink package, specialty dining, professional photos, WiFi, etc. Perhaps they could have spaced these out at bit? Maybe? Please? One of the 10 emails was for a semi-annual sale; the other was for cruises to Alaska. If that isn't spammy, I don't know what is. 

None of these emails conveys emotion. How about at least one email that might convey excitement? Maybe open with, "We are very excited to have you abord the Celebrity XXX on XXX. Here are some things to know as you prepare to check in." Perhaps give a reminder to, you know, not forget your bathing suit. 

I can't simply ignore all these emails. One of them is germane to understanding what I need to do to check in and ensure a smooth embarkation process. So, that's one functional email and 200+ that are not useful. (There might be a second important email in the bunch, but I can't find it.) It's like that Beastie Boys song: They can't, they won't, and they don't stop. 

Maybe when it comes to future sales marketing and upsell, less isn't more in the cruise industry? I don't know! I do know that, by the time I arrive to check in for my Celebrity sea cruise, I'll already feel salty.

Lesson:
Direct marketing isn't only transactional. It's about building a relationship that improves the customer experience. 

AAA: You're in the Driver's Seat

This recent email from AAA Northeast merits a quick Fail for Content. 

The Subject Line opens with "You're Cash Back is waiting for you." It should open with "Your Cash Back is waiting for you."

Your email starts with "You're"

Lesson:
Proofread every aspect of your marketing communications including the Subject Line.