Web ‘Stoopidity’ …

OK, I am addicted to buying stuff over the Internet. It’s easy and convenient as hell. For example, we have an ancient dog that requires prescription low-residue food by Iams. The stuff is sold only through veterinarians and not at pet stores. No problem, PetFoodDirect.com has a prescription from my vet. I can go online and order a 60-day supply literally in two minutes and it’s on my doorstep three days later.


My wife, Peggy, and I have been to a lot of places. One day recently, Peggy mentioned it would be fun to get a world map that we could stick pins in to remind us of our various trips.
Mirabile dictu, the next day I came across an ad for such a map, in a handsome frame and including pins, from The New York Times store. With Peggy’s birthday later that month, I went to the NYT website and spent 10 minutes ordering the thing (along with an easy NYT book of Monday crossword puzzles).

When I clicked “submit,” I got a strange message saying that the order could not be fulfilled because of some problem about my email address. Please try again. I went through the process and was again turned down. Whereupon, I said “screw it” and abandoned the shopping cart.

Whereupon I started receiving “win-back” efforts, the most recent of which said:

Hi Denny,

This is a final courtesy reminder from The New York Times Store:
Your shopping cart will expire soon and you can still redeem your discount for 10% Off your order when you enter the promotion code USTEN into the coupon code box. This offer is valid for a limited time only.
Click Here to receive this exclusive offer. You will not be contacted further.


Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.


Publish date: December 1, 2012 https://dev.adweek.com/performance-marketing/markters-cant-afford-make-dumb-moves-web/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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