October 13, 2008

Free Shipping: Today Only

Speaking of selling money, valuing it over merchandise, can you find any place in this e-mail where Lands' End is promoting merchandise?

This isn't a criticism of Lands' End. Instead, this is an illustration of our addiction to money & gimmicks. It's obvious there is an inventory problem that requires an e-mail message like this, and to cure the inventory problem, we, without hesitation, elect to poison the e-mail customer file. And then next spring, we'll wonder why we generate $0.04 per e-mail marketing message when promoting full-price outerwear, forcing us to promote free shipping again.

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