Thursday, 29 April 2010

Inconsiderate Marketing

I received a piece of e-mail marketing today from Gardening Direct.  I have no idea whether I’ve used the company before or whether they’ve bought my contact details from someone.

The subsidiary sending the e-mail was Jersey Bedding Plants and the subject of the e-mail was “Impatiens for less than 6p each!”  For those unfamiliar with the Latin names for plants this can be translated as “Bizzie Lizzies for less than 6p each!”  For those who haven’t a green finger at all on their person this can be translated as “Colourful flowers for less than 6p each!”

I haven’t planted any bedding plants this year and, even though I was tidying up the ridiculous amount of marketing e-mail I receive, I opened the e-mail and became a statistic for “Open rate.”

As I scrolled down the e-mail I saw this:


I was furious.  I was insulted.  I was incandescent with rage.  OK that maybe over-calling it but I do like the word incandescent.

You might wonder why I had such a strong reaction. 

I was annoyed, not because I don’t have a mother, but because Mother’s Day was in MARCH.

How dare they send me a piece of marketing that hasn’t been checked properly?

This isn’t a tiny typo error, it’s a big pink banner!

I wanted to point out the error to someone so I hit reply knowing that the e-mail probably wouldn’t go back to its source.

So I clicked on the big pink banner to see whether it linked to current content or a website error page.  It worked so I found the Contact Us button and wrote another e-mail, this time to an e-mail address that should have worked.  But it didn’t.

So, because Gardening Direct, their subsidiary Jersey Bedding Plants and the company behind the big pink banner, Flying Flowers, have insulted me with their careless marketing, and don’t even have the good grace to allow me to complain via e-mail, their chosen method of communicating with me, I have shared my pain with you.

Rant over.  Thank you.  I feel better now.

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