I love Amazon. I think they are the best online retailer on the planet and everyone who knows me well knows that I use Amazon for everything. I will sing their praises until the end of the world.
However, that doesn’t mean that Amazon doesn’t mess up.
I woke up today at 5 a.m. and did my normal routine of checking my emails (and Facebook) in the hopes that it would help me wake up. Amazon sends me emails regularly with different deals or products catered to my interests. I don’t open many of them but I prefer getting them because every now and then, I do get an email for something I want.
Well, that actually happened this morning.
I received an email for “Up to 65% Off Select Kingston Memory Cards and USB Drives.” This was incredibly convenient because my last flash drive (which was also a Kingston, by the way) burned down with my house and I hadn’t bought another yet. There are ways for me to get around using a flash drive so I had been holding off, but 65 percent off the normal price would have been the thing to make me finally buy one.
The email did a great job of building a sense of urgency as well. The Kingston flash drive sale was the Amazon “Deal of the Day,” which means that I only had today to buy a flash drive using this deal. This marketing technique was very successful as I immediately clicked the link so I could buy a cheaper Kingston flash drive.
Then, something strange happened.
The “Deal of the Day” was not the Kingston flash drives. I was confused and I stopped for a moment and thought that maybe Amazon messed up and the flash drives were not the “Deal of the Day” but instead part of Amazon’s “Lightning Deals” that are featured on the same page. I clicked through all 37 of them and there was nothing involving a flash drive.
I decided to go back to the email and I saw what had happened. The “Deal of the Day” was for April 15 (yesterday) and I received the email at 3:01 on April 16. Even if I had opened the email the second I received it, I still couldn’t have bought those flash drives because that day had passed. Even if I lived in California, which is three hours behind Florida, the state I call my home, I STILL COULDN’T HAVE BOUGHT ONE OF THOSE FLASH DRIVES.
Amazon successfully assessed my interest and sent me a relevant email. Their email marketing worked and I was 100 percent ready to make a purchase and their mess-up lost them a sale.
Will this affect my love of Amazon and cause me to stop using them first and foremost over every other online retailer?
Nope. It doesn’t change anything for me. I am disappointed, but the value Amazon brings me far outweighs this rare mistake.
But this does bring to light that every company makes mistakes, even the almighty Amazon. The difference is that Amazon can afford it. Can your business?
Make sure that your email marketing is tested and analyzed deeply. Just like in my case, a lead can be ready to become a customer and a simple mistake can make it never happen. Unlike my case with Amazon, your missed opportunity may not come back and give you another chance.
Do you have an opinion on this subject? I’d love to hear it in the comments.
-Marty F. Nemec