It’s become one of my biggest pet peeves: I place an online order, and immediately after (or sometimes even before) getting an e-mail confirmation, I get a separate e-mail from the company telling me I’m now in their “VIP club” or a member of their community.
All I wanted was to buy something. I didn’t sign up to be part of a cult.
The eagerness with which brands use e-mail, retargeting and similar tactics to cosy up to customers almost inevitably comes off as desperate. It also feels
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.