Mike My Words – from the brain of Mike McDowell

It’s been nearly four years since my last post about the email targeting sins I see in my inbox on a daily basis. Yet, I’m still seeing major marketers squander major opportunities. Are you not reading my blog?!?! (sadly, I know the answer to this question).

This time the offender is my beloved Victoria’s Secret. It pains me to do this as I tend to support everything Victoria’s Secret does (decent pun, I’m keeping it). But, this is another great example of messaging that is targeted toward a woman (which I am not) when email allows for segmentation that could avoid a messaging miss. Subject line: “Your Bikini Awaits…” Simply segmenting me as a male would allow for a message that would be targeted to me and increase the likelihood that I would make a purchase. Of course, I’m not purchasing a bikini for myself, but I have to imagine there is a very strong segment of men that purchase Victoria’s Secret products for the lady in their lives.

Missed opportunity, Victoria’s Secret. But, every moment is another opportunity to turn it all around. Fewer blasts, more individualization. I’m looking forward to be addressed as a man in the future : )