MindComet

BORDERS Email Marketing

I’m not one for bookstores.  I can never find what I need without consulting a sales associate.  I’d rather not interact with someone (there’s my agoraphobia kicking in again) and just do my book shopping online.  But when you need a gift—especially last minute gifts—there’s no better option than a book.  There are books written for every conceivable subject matter; no matter how obscure or random the topic is.

So a few weekends ago, I got some grub with my folks then headed to the mall to pick up a gift for a friend.  I meandered through the obese tourists and locals alike and found myself finally stopping into Borders.  Once I found a book for my friend, I proceeded to check out.  Upon checking out, I also signed up for their rewards program and email list.  Not 10 minutes later I got a welcome letter from them telling me the benefits of their rewards program. 

Since then, I’ve received numerous emails from them, keeping me engaged with relative and timely content going over discounts and sales in my area. The only critique I would make is for them to not include so much information in their emails!  I think you’re going a little overboard when your email looks like this:

It’s just a little too cluttered for my tastes.  Don’t you think it’s a little much?

So low and behold I’ve returned to Borders THREE TIMES since my initial purchase.  Touché, Borders.  I think you’re single handedly curing my agoraphobia.

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Posted by MindComet on Jan. 13, 2009