Yesterday I was excited to get an email from my car manufacturer, Mini. Like most Mini owners, I am fanatical about all things Mini so seeing an email that had Mini gift ideas was great! I could get something for myself and for Mini. . . or so I thought.
I clicked the link in the email with eager anticipation of seeing all the cool things they had dangled before my eyes in the email but when I got to their online "shop" this was all I found:
Big problem. Not only could I not see the items, the only place I could even buy them was through a Mini Dealer. Unfortunately, these are few and far between. In fact I would have to drive 3 hours in any direction just to get to a dealer.
So, what's the mini lesson from Mini?
- If you are going to send an email, be prepared to back it up with a solid plan. Clearly sales, marketing and management weren't together on this one. The store had been offline since JUNE of this year!
- Remember to meet the expectations of people reading the email. I expected to be able to view and purchase items from the site and was really disappointed.
Take a look at your current marketing campaigns - how do they measure up? With the holidays and winter around the corner, now is the time to make sure everything is working smoothly.