One-to-One Marketing – Powerful, but can Destroy Relationship with Customers
Melissa Shore is hardly bothering anymore to open an email from Delta Airlines’ preferred opt-in messages. It’s not because she’s not interested any longer. She needs to travel frequently for her work as a senior analyst with New York-based research firm Jupiter Communications, and she’s always looking for some travel deal.
“About every week, I’d get an email from Delta with discount offers on flights from Atlanta or Chicago,” she says a little mystified. “I was constantly hoping that I would get an email that read, ‘Dear Melissa, we offer you a discount on flights from New York,’ however, I never got anything like that.”
Though Shore says she’s a very loyal customer to businesses that provide quality personalized service, Delta, she says, has missed the mark. “I would really receive not anything from the airline than these irrelevant offerings,” Shore says.
At least the promotional email registration on the airline’s Website now asks for the city of origin. Whether that will translate into deals on flights out of New York remains to be seen.