My inbox was a little uninspiring this morning so I want to instead advise everyone to make sure that they are reviewing and updating their subscription pages on a regular basis. I started collecting data on retailers’ subscription practices yesterday and I’ve already found a couple of examples of subscription and preferences pages that need a second look.
The first is Best Buy. This is the page you’re shown in order to select your communication preferences. Notice the options under question #5. All of them are last-generation video game platforms. Where are the check boxes for the PS3, Xbox 360, Wii and DS? It makes Best Buy look like they’re behind the times, and makes their newsletter appear like it doesn’t have current information, at least in terms of video games.
The second is TigerDirect. On the bottom of their subscription confirmation page, they have this box, which directs folks to either sign up for TigerDirect’s catalog or return to the homepage and shop. Perhaps this is a little picky, but in the catalog description they use the less common, sans ‘e’ spelling of “knowledgeable,” which I initially thought was wrong (and ironically so, since they’re bragging about how smart they are). I would go with the more common spelling here to avoid any potential snickering.
I’m sure I’ll find other examples. So consider this a reminder to at least look at your subscription process and pages every quarter or so just to see if everything is still up to date and to triple-check for any errors that might have slipped through.
SUBJECTIVITY SCANNER:
Sports Authority, 6/18 — 4 Hour Sale on June 19 - Extra 25% OFF the Outlet
Ross-Simons, 6/18 — 48 Hours ONLY! 20% off all Jewelry Plus FREE Shipping.
Lillian Vernon, 6/18 — 4 Days Only - Free Shipping AND Save 10%
Drs. Foster & Smith, 6/18 — Summer Cool-Down Tips for Dogs
Ralph Lauren, 6/18 — Chic Summer Looks & Free Shipping
Sony, 6/18 — Get your summer started with Sony.
PetSmart, 6/18 — Celebrate summer with clearance & new dog apparel!
Kmart, 6/18 — Summer Essentials for Outdoor Fun
Sam’s Club, 6/18 — Capture Your Next Vacation in High-Definition
DisneyShopping, 6/18 — New Arrivals! Gear Up with Our Backpacks & Lunch Totes [promoting summer camp gear]
Brookstone, 6/18 — Create the Perfect Backyard or Pool Retreat!
Dick’s Sporting Goods, 6/18 — Save on Shipping, Brave the Wild
Omaha Steaks, 6/18 — SAVE 55% and Get a FREE 8-Piece Steak Knife Set
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