Once again, Mercedes Benz has astounded me with the poor quality of their direct marketing. I Just received the following email:
First, the time to prepare for Winter in Indiana is in November, not in March. Second, the nice photo of the minivan towing a speedboat through the green, rolling hills does not reinforce my need to winterize the brakes on my car. Third the offer doesn’t appear anywhere above the break.
The lesson is plain. Do not let your direct marketing efforts, regardless of the internal support challenges you may face, such as access to relevant & appropriate stock art, time delays (summer, winter, whatever…), and other issues to cloud your customer experience. They won’t forgive you.