Celebrity Cruises: A Ship Came In, But It Wasn’t Mine

My wife and I are looking forward to a cruise with Celebrity in a few weeks on a ship sailing to a few locations in the Caribbean. Like any good marketing machine, Celebrity is sending us frequent reminders of our upcoming vacation while providing us with add-on solicitations: beverage packages, gourmet dining, and excursions. Until recently, these emails appeared to me to be well targeted (and enticing, but I digress). However, this email for One-of-a-Kind Modern Luxury Adventures misses the mark.

The email visually represents a few exclusive opportunity excursions in Europe. As much as I’d like to go to Europe, I’m not. Perhaps the email was intended as a general sales communication of their new Celebrity Discovery Collection excursions. Perhaps the targeted population was everyone in their email communications list. If so, then the reference to “HERE’S A SAMPLE OF WONDERFUL EXCURSIONS FOR YOUR NEXT VACATION” is too assumptive, because my next vacation – and that of many other customers receiving the email – won’t be to Europe. 

If this email had been targeted as intended – a broad audience – then the headline should have read “HERE’S A SAMPLE OF WONDERFUL EXCURSIONS WITH CELEBRITY” or simply “HERE’S A SAMPLE OF WONDERFUL EXCURSIONS.” This merits a minor Fail for Creative, because the messaging is not aligned with the target audience. If the email had been targeted at upcoming European cruise customers, then it merits a more substantial Fail for Targeting, because it was sent to people not planning to sail to Europe.

It appears to me that Celebrity does not fully manage their customer communications.  Some emails are properly targeted and personalized, while others seem to have a Spray & Pray approach.  Specifically, they send the same communication to every email address they have.  Such emails fail at building and maintaining customer relationships.

Lesson: 

Consider the best use of your small data, that is, the collection of information already available that can be used simply and effectively.

In the meantime, below is an example of a well-targeted upsell email complete with personalization and relevant visuals of available excursion opportunities. No Fails here.

Verizon Wireless: Winback Email That Does Not Win Me Back

Last June, I wrote about lack of communications from Verizon Wireless after I switched my mobile service to a different carrier. A couple months later, I started to receive winback offers shown below – offering a package deal price of $40 per line for four lines with unlimited usage.

I need 1 line -- not 4

This is a Fail for List. Verizon had 15 years of customer history and could have easily discerned that I was a single-line, low-usage customer. An unlimited plan is not useful for me, much less a plan with three devices more than I need. Verizon Wireless doesn’t need to use Big Data to properly tailor its winback offers. Making smart use of Small Data – namely, the collection of information already available that can be used simply and effectively – would be sufficient to understand former customer needs and offer a service that is relevant. 

Page 2 of email -- fine print & disclosures

My supposition is that Verizon’s leadership has chosen to take a product proposition and push it out. As I write this, their mass media marketing focuses on unlimited usage offers on their better network. After 20 minutes on their confusing website, I’m not sure there is even a low-usage plan available anymore. 

Granted, the population of U.S. consumers using less than 4 GB per month is decreasing, but keeping or winning back a customer is always less expensive than winning an all-new customer. (To wit: As of this writing, Verizon Wireless is offering rebates of $150 and up to new customers.)  Keep the customers you have, then you can upsell and cross-sell them later to 5G, home FIOS, and other services.

Lesson: 
The best way to win back former customers is to offer what your data suggests they want or need.

Borgata: Cyber Monday was so yesterday

Many years from now, people will look back and ask "What was Cyber Monday?  Why buy gifts only on one particular day of the week?"  But, we're not there in 2017.  Not only do retailers leverage Cyber Monday as a sales opportunity, so do resorts.

Sent on 11/28/17 (time stamp circled), touting special offers only on 11/27/17

This email from Borgata was sent mid-day on November 28, a day after Cyber Monday.  Not only does the email tout Cyber Monday deals, but it explicitly says in the disclosure below that the offers are valid only on November 27. 

This is a classic Fail for Timing.  It should have been sent on the morning of Cyber Monday, or even late in the day on Get Home From Thanksgiving Trip Sunday.

Lesson:

When you have a time-specific offer, even a short-term one, allow customers adequate time to respond.

Get your customers’ attention now

This article in the Wall Street Journal reviews mistakes that retailers are making in reaching out to customers via email during the holidays.  The article mentions that emails often fail to offer products relevant to their customers’ interests or are outdated upon arrival.

What the article doesn’t mention is that retailers often fail to make their case for immediate purchase upfront.  At this time of year with the gifting holiday imminent, retailers should put their purchasing sales proposition in the Subject Line and reinforce them at the opening of the body of the emails.  Inappropriate subject lines I’ve seen include:

“Cyber Monday Deals from Project Fi” (Google)

“We're Extending Cyber Monday to TUESDAY!” (Resorts World Bimini)

“SAVINGS. GALORE.  All day!” (Hampton Inn)

Better subject lines would be:

“Free $100 Fi Credit with phone purchase – until midnight tonight”

“2-night stay + Island Transfer = only $199. Must book by 4 pm”

“10% off 2-night stay if you book tonight”

These may not be the best subject lines under normal circumstances, but on Cyber Monday they are.  Customers are at best scanning retailers' emails to find the best deals for them.  Retailers need to get past the clutter of other opt-in email communications and get their message across right away.  When you can, include a deadline upfront.

Lesson: 

On Cyber Monday and during peak shopping seasons, use an immediate call to action.

Verizon Wireless: Why Ask Why? So It Can Try

6 weeks ago, I deactivated my Droid Turbo with Verizon Wireless and activated my Pixel XL with google’s Project Fi.  That ended what was a 15-year relationship with Verizon.  Since then, I have not received any communications from Verizon except for a bill notice that I have a credit of $0.01. 

I would have thought that after such a big break-up, my ex-wireless carrier would have tried to win me back, or at least ask “Why?” and gain some insight.  A snail mail letter might cost half a dollar to a dollar, but with the proper messaging is likely to be read.  The cost of a targeted email is virtually zero.  The incentive expense of a reasonable Winback offer could easily be less than some of the aggressive acquisitions offers made today.

Verizon Wireless reportedly continues to lose market share, yet based on this focus group of one, the carrier apparently does not invest in Winback or market research efforts regarding lost customers.   That’s a Fail for List, Offer and Timing.

Lesson: Sometimes the biggest Fail is not communicating. 

Thanks Again: St Patrick’s Day Hangover?

Thanks Again is a travel rewards program where people earn points for shopping or parking at some airports, using Uber, and dining at some restaurants.

Occasionally, they email me a reminder of their services and an opportunity to earn rewards. I received this email with a St. Patrick’s Day theme — on March 18. Since St. Patrick’s Day is March 17, the theme of the email is dated.  Fail for Timing andCreative.

Lesson:  Holiday-themed communications should be sent prior to the holiday.

Uber: Free Ride Available but So Far Away

email from Uber 4/27/16

I received this offer from Uber for a free ride from “the Fest.”

“What fest?” I asked myself, “Musikfest is not until August.” It took me several minutes to realize that the festival being referenced is in New Orleans. My guess is that Uber cannot mention the New Orleans Jazz & Heritage Festival by name because it is not a paid sponsor.

This email merits a Fail for List  because it was sent to someone in Pennsylvania who has not been to New Orleans or used Uber south of the Mason-Dixon Line this year. However, if Miller Lite is ready to subsidize a 1,217-mile ride, I’m ready for some Paul Simon. I wonder if Uber will still be crazy after all these years.

I would think Uber has the technology to target emails by mobile location rather than spray what I presume was the entire country.

Lesson: Geographically-based offer emails should be targeted.

United Arlines: Failed Email Delayed at the Gate?

This email from United Airlines merits a Fail for Timing. It presented entertainment options for a flight on Sunday, April 24, departing at 6:00 am, but was sent on Sunday, April 24, at 4:01 pm, near the completion of my trip.

Email sent 4/24/16 @ 4:01 pm

I have flown United enough to believe this is not their standard procedure. I typically receive an email about inflight entertainment options 24 to 36 hours before my flight. I’m not sure why United delayed this one for so long, but it would have been better for the airline to not have sent it at all than to send it so late.

Lesson: Be sure your time-sensitive email is sent on a timely basis.

Flight UA 548 departed @ 6:00 am;
UA 2942 arrived @ 4:40 pm

Wright Veterinary: Typo Leads to Very Early Reminders

I received this postcard on January 15 from the veterinarian for my dog, Buddy. The vet sends these courtesy postcards if I have missed my dog’s immunization dates, reminding me to keep my dog vaccinated.

Although one would like to believe that the neighborhood vet who cares about each four-legged and two-legged friend individually is a from a mom-and-pop shop, it is nonetheless a business complete with business processes, a database, and a lettershop. The reminder postcard I received for my vet in Bethlehem, Pennsylvania, had been mailed from such a lettershop in Oshkosh, Wisconsin. 

The postcard reminded me about treatments due in December 2016 -- 11 months from now. This merits a Fail for List. As I understand from a phone call to the WrightVeterinary Medical Center, one of the employees had incorrectly entered the month and year of due vaccinations for the mailing list. This typo had resulted in many reminder postcards being sent in error -- and many pet owners calling in to verify they had received the postcard in error.

The message is attempting to be a bit cute -- referring to the pet and suggesting the owner bring the pet in for immunizations, but the message was a bit confusing. However, I wouldn’t call the message a Fail for Creative. Still, there are some typos as well as multiple instances of confusion between singular and plural nouns, so the copy could be cleaned up a bit. Here is an attempt to streamline the content while maintaining the same message.

We missed seeing your pet for at least one important vaccination.

Maintaining your pet’s immunity to diseases is a vital part of its total health care program. So, we wanted to remind you of the vaccinations and dates due for each pet. They are listed on this postcard.

Please be sure to order preventative medications and make an appointment for preventative treatments now, because further delay could be harmful to your pet. Call us at Wright Veterinary Medical Center today at 610-865-2611, because a healthy pet is a happy pet.

I would also suggest writing a cleaner call to action. Just ask the pet owner to call in to discuss how to ensure the pet can get its required vaccinations. By having one call to action and maintaining a consultative tone, a pet owner can call with adequate peace of mind.

If I am going to write about my dog, I can’t help myself but include a picture of Buddy. He is such a cute, friendly dog!

Buddy!

Lessons:

1. What goes out on your mailing list is based on what you put in as your list criteria, so be sure your mailing list accurately reflects your intentions.
2. Keep your call to action clean and simple whenever possible.

Quicken: Thinking of My Money Before Christmas

My favorite direct marketing guru Bob Stone said, “Once JCPenney has its first Christmas sale, little else matters.” He was referring to selling low-interest products via direct marketing during the holiday season. The conventional wisdom is that December is the time to sell things you can gift or donate – whether a sweater or money to the March of Dimes. This makes it seem odd that I received a CD-ROM from Quicken in the mail on the Friday before Christmas. 

I don’t use Quicken 2015 – nor have I used Quicken 2014, 2013, 2012, etc. Thus, I presume this is a new-customer prospect solicitation. Visually, it reminds me of those AOL CD-ROMs sent by the millions in the 1990s. I suppose that, somewhere, some people are thinking, “Yes, this is the solution I need for knowing where all my money is!” during a time when most people are focusing on where their money is going and how to get those Christmas LEDs to stop blinking.

I wonder if this mailer is Fail for Timing, or if Intuit has done enough research to truly believe that the week leading up to Christmas is a time to help people take control of their finances. My best guess is that, when they mailed it Standard Rate, they expected it to arrive later in the month, but the Postal Service delivered it faster than expected.

Happy new year!