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An Open Letter to Zappos

Dear Zappos:

If you are listening—and I know you are (Twitter, Google Alerts, some other cool way)—please help me understand the following:

I’ve heard a rumor that you are working on revamping your email marketing strategy. I’m not sure when the unveiling is scheduled for public consumption, but my guess is that it hasn't happened yet. Or maybe it has. On Sunday, I received an email from you in both my Gmail and AOL accounts. That is the good news (you’re sending email).

But, you missed the boat in a few critical areas. Specifically...

● In April, I signed up to receive Zappos emails using my AOL address. I used your old school, hidden subscription landing page (start video at 1:45). However, last Sunday was the first email I ever received from Zappos. No confirmation/welcome message...and a 6+ month delay between signup and the first email. Oops.

● I also received the same email in my Gmail account. The only problem is that I never gave you my Gmail address.

● A few months ago, I dinged you because of your lack of a clear call-to-action (start video at 3:42). This email was not much better. A giant laundry list of sale items? Really? What was your goal of this email? Was it for me to read it? To click on the link to visit all sale items?

Zappos. If you’ve read this far, I hope you know that I love your focus on customer service. I love that your core values are public and you live by them. However, I still think that your email marketing efforts are inconsistent with Core Value #1 – “Deliver WOW Through Service.” I am certain I speak for all of us in the email marketing community when I say that we’d love to help.

—DJ Waldow of Bronto Software

Posted on November 18, 2008 3:59 PM | Permalink

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Comments (2)

Nicholas Einstein:

DJ,
Great post. I am a loyal customer, but Zappos definitely breaks from core value #1 in their email program. Besides the basics, another area of low hanging fruit for them is transactional messaging - they definitely send a ton of it and could be taking much better advantage of the inbox opportunity.
n.

Posted by Nicholas Einstein | November 19, 2008 11:34 AM

Posted on November 19, 2008 11:34

DJ Waldow:

@Nicholas:

Just got an email back from a "twitter friend" at Zappos. She told me they are in the process of revamping their email marketing campaigns. Wait and see. Wait and see.

Posted by DJ Waldow | November 19, 2008 3:58 PM

Posted on November 19, 2008 15:58

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the voices of email

The Email Experience Council's membership includes many of the brightest and most committed email marketing experts. We're pleased to have some of them share their insights here on these pages. Our blog contributors include:

Jordan Ayan is the chairman of Create-It!, a technology consulting organization, as well as the CEO of SubscriberMail, one of the leading email marketing companies. A two-time book author, a patent holder and a frequent speaker, Jordan has more than 20 years of experience in direct and database marketing. Read more.

Nicholas Einstein is director of strategic and analytic services at Datran Media. Specializing in email and CRM strategy, he helps some of America’s top brands leverage online channels to communicate more effectively with their customers and prospects.

Lisa Harmon is a principal at Smith-Harmon, a creative services consultancy dedicated to email marketing strategy and production. She works with marketers to increase clickthrough, maximize revenue, and infuse delight into their email creative. Lisa is also the blogger behind edm.smith-harmon.com, an ongoing commentary on the best (and worst!) in email marketing creative. Read more.

Chip House is ExactTarget's VP of marketing services, leading the teams responsible for client success. He was named to BtoB Magazine’s 2005 “Who’s Who in B-To-B,” for being a vocal proponent of legitimate commercial email and an active lobbyist regarding spam and privacy issues. Read more.

Marco Marini is the CEO of ClickMail Marketing (CMM) and an acknowledged expert in e-marketing with over a decade and half's-worth of experience in the field. Before taking over as CEO, he was CMM's VP of Marketing & Operations. Marini has also held key marketing positions with CyberSource, eHealthInsurance, DoveBid and IBM Canada.

Stephanie Miller is VP of strategic services for Return Path, the leading email performance company. She works with marketers to earn a higher ROI and response from their acquisition and retention email programs—developing content, contact and segmentation strategies, along with testing, measurement and production programs. Read more.

Erick Mott is communications director at email service provider Lyris. He has 20 years of experience from enterprise, SMB, agency and start-up marketing, communications and innovation roles at companies including Habeas, Nokia, MarkMonitor, GlobalFluency, Cisco, Sun Microsystems, Philips Electronics and two of his own start-ups. Read more.

Jeanniey Mullen is the Email Experience Council's founder and the global EVP and CMO of global online publishing company Zinio. She is a thought leader and visionary in the email and digital marketing field. A columnist for ClickZ, she has published numerous papers and is a frequent speaker. Read more.

Kevin Senne is the Strategic Deliverability Director for Premiere Global Services. Kevin has been heavily involved in all facets of email marketing for more than a decade and he previously managed Email Operations for Travelocity.com. Kevin specializes in deliverability, strategy, and social media integratio and he focuses on helping marketers become permission-based one-to-one marketers. Read more.

Charles Stiles is the VP of worldwide business development at Goodmail Systems. In his role, Charles is focused on helping generate a better understanding of the email environment and potential solutions for a better consumer experience. He currently serves as the chairman for the Messaging Anti-Abuse Work Group. Read more.

Jeremy Swift is director of client relations for email service provider BlueHornet. He helped form BlueHornet’s founding team in 2000 and has been responsible for client services and marketing strategy since the company’s inception. Jeremy is known for his ability to articulate technical information in ways that clearly resonate with today’s online marketer.

Kara Trivunovic currently serves as the senior director of strategic services for StrongMail Systems, where she is responsible for helping marketers optimize their email marketing programs for greater returns. Most recently Kara was founder and principal of The Email Advisor, a respected email marketing consultancy. Prior to launching The Email Advisor, Kara led strategic services for the email division of Premiere Global Services. Kara brings a unique perspective to the space having worked on the client, agency and provider side for 10 years.

Chris Wheeleris the director of deliverability at Bronto Software. He is leading the charge for ensuring both Bronto's customers and staff are well informed about email marketing practices and technology as well as being the face of Bronto deliverability externally. Previously, Chris created the internal deliverability program at Amazon.com alongside program managing the operations of the email team and was at an ESP leading a team of deliverability consultants. Besides being a frequent contributor on Deliverability.com, Chris is a part of many email industry forums, both business and technical. Read more.

Chad White is the research director at Smith-Harmon, an email marketing strategy and creative services agency. He is the founder of the Retail Email Blog, a blog dedicated to tracking the email marketing practices of the largest online retailers. Chad regularly writes major research reports on email marketing and is an Email Insider columnist for MediaPost. Read more.