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01.18.08
Don't Annoy Customers With Your Testing
 By
Mike Moran
Regular readers know that "do it wrong quickly" is my way of telling marketers to test, test, and test again.
Most of the risks associated with mistakes in off-line media are not present on the Web, so we should not fear "letting fly" with ideas that can be quickly corrected and reshaped. But there are exceptions, and I wanted you share one with you.
Before Christmas, I stopped into a major retailer's brick-and- mortar store to purchase a gift for one of my kids. At the register, I was asked if I'd like to obtain a free card that entitled me to a discount for future purchases. That sounded good, and it was free, so I said yes. I was asked to provide my e-mail address, which I thought was OK, so I did.
I started to receive e-mails (several a week) from this company, each one with an offer for a 10-20% discount on a particular product. That's not exactly what I thought I was signing up for-I thought I was getting a chance at a discount on what I wanted to buy, not on what they wanted to sell, but I let it go.
Then, last week, I got a more official-looking e-mail that informed me that to start receiving my discounts (OK, now we're talking) I have to register my card online. That seemed a bit odd because they already have my e-mail address, but I decided to go ahead. When I clicked the link, I was subjected to a dozen-question survey about my interests. I was starting to feel like this was overkill, but I went along. (At this point, it's possible that my professional curiosity about what kind of marketing campaign this is began to overwhelm my usual consumer defenses, because I think a lot of people would have dropped out here.) I wondered if my survey answers might be used so they could provide more targeted e-mail offers in the future, but they never told me that, so I am still left wondering.
After spending several minutes answering the survey, I finally got to the end. I was ready to find out about these great discounts that I now qualified for. Well, don't hold your breath on this one.
I was presented with a screen requesting that I choose between three very similar discounts: 20% off one $100 purchase, 10% off one $50 purchase, and some other offer I don't even remember now. I don't remember it because it was a lot like the first two offers. It was confusing, to say the least. I mean, I hadn't shown up at their door ready to buy something. It was as if someone called you on the phone out of the blue and said, "How much do you want to buy from me?"
But that wasn't the worst part. Every single discount offer expired within 15 days. To me, they were worthless. I had no intention of buying anything from this company that quickly. Why not give some percentage off my next purchase, whenever that is? Then, I might remember the company the next time I needed what they sell. I could even print out a coupon that reminded me. Or when I presented the card at retail or used my e-mail address in an on-line purchase, the company could remember I get a discount. Nothing but good will from these approaches, but instead I was frustrated.
Continue reading this article.
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