How not to market: Amazon abuses my email address

One of the signs of this recession is that every business that’s still in business is becoming much more aggressive about generating sales. It’s a tough time to be a customer because businesses are desperate, and treating customers with respect is a thing of more prosperous times.

I wanted to receive Amazon’s MP3 newsletter but the only way to receive that newsletter is to sign up for Amazon’s product emails. These emails are based on previous purchases. Though I’ve bought a lot of varied products over the years, I decided to take a chance and subscribe; what a mistake. At least an email every day and the subjects seemed to be scattershot. One day Blu-ray videos on sale, the next grocery savings; one day netbook savings, the next summer reading.

The problem with Amazon’s approach to database email is that they assume everything I’ve purchased from
Amazon in close to 10 years of purchasing, indicates my interest in that product. Note to Amazon: the Dance Revolution I purchased for my niece a few years back would only be an indication of products I would not be interested in.

With all of the power and might of Amazon, all the information they have, they can do better. How about basing this incessant emails on the products I purchase the most?   How about giving the customer broader options when opting into emails?   How about allowing customers to choose an email frequency?   Instead Amazon has decided it’s best option is to drive sales by nagging the customer until the submit.

Or turn them off.

As it stands, I decided to opt out of all emails from Amazon because in two weeks Amazon annoyed me, and if they could offer me an email option that was more tailored to my interest, maybe they would be able to make more money from me, and others like me.

I guess it’s a good thing, I could do to save more money.

  • http://cynicsgirl.blogspot.com Cyn

    Today Amazon e-mailed me — AKA “someone who has an interest in hand tools” — with not one, not two, but EIGHT great deals on various soldering tools, ranging in price from $15.54 to $127.95. Not exactly what I usually put in my Amazon shopping cart.

    Funny thing is…now I’ve got this weird hankering to solder something. Anything! And I have no soldering iron! That $15.54 deal (reg. $49.43!) is starting to look pretty sweet.

  • A.V. Jones

    Hell Spence, they do that to me even if I HAVEN’T bought anything. They send me those kind of E-mails even if I go to their site looking for information. The E-mails sometimes go, “Because of your interest in (the band) Genesis, we thought you’d be interested in this (a book of speculation about the origin of the world).”

    I think you sent them the right message by opting out of receiving their E-mails. They may be behemoths, but we’re still the consumer.