No, I am not talking about the coloured paper newsletter divided in thirds you used to get from school as a kid. No, I am talking about on-line marketing from your favorite retail stores. Most, if not all, retail stores now have a position on the web, and most of those websites feature an area where you can sign up for their newsletter.
The newsletter is essentially advertising, and I know you are thinking that you get enough junk mail already, but these email newsletters are usually customized dynamic content directed to your needs. You can hear about contests, promotions, upcoming events, and my favorite, store and on-line sales…cheap cheap. A quick example, The Gap allows me to customize my newsletter email to limit it to men’s clothing and also gives me an option to receive a newsletter from their other retail brands Old Navy and Banana Republic. When I signed up I received an instant coupon for a percentage off, which I let foolishly expire*, but have since been privy to deals offering 40% to 50% everything. I do not know about you, but I cannot shop at regular retail prices. I used to work retail when I was ‘younger’, and refitted my wardrobe with 50% employee discounted attire, and ever since then I could not buy clothes unless the item was marked down.
While the email newsletter, or e-newsletter, is great for the customer it is probably better for the store. It allows them to send a cheap advertisement to a core group of their customers, and they can see immediate marketing feedback through on-line sales. I say this as not to seem foolish, knowing there is a corporation behind the newsletter. They are trying to get me to spend more, and I am giving them an open window to advertise for free, but I accept it with eyes wide shut. It is a battle between their greed and my greed; they want me to spend and I want to buy for cheap. Economics at its best, or well my best guess, because I never took economics but it sounds like economics.
* Yes, I did let my instant coupon expire; I did not know there was an expiry date. But I did eventually still get the deal. I emailed customer support and asked why my coupon was not working (I was honestly asking, I did not know about the expiry date at the time). They replied, and explained about the expiry date, but then went ahead and gave me a new code for the discount. Since that day there was already a 40% sale deal, the coupon added an extra 15% off…I love when it is cheap!
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