Grab your FREE copy of the 60 Low & No Cost PR & Marketing Strategies eBook*



*By submitting your email, you will receive the eBook & also sign-up for Carol’s newsletter
Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

A Year Later and Neiman Marcus Still Doesn’t Get It…

Written By: Carol Roth | Comments Off on A Year Later and Neiman Marcus Still Doesn’t Get It…
Seriously, get your email act together

Almost exactly one year ago (before my site was officially even up), I wrote about Neiman Marcus diluting their “exclusive” brand by sending me, a very infrequent customer, emails nearly every day (original post is here for context).  Since my personal email box is somewhat of a virtual trashcan (over 7360 unread messages as of today), I let the experiment continue.

One year later, Neiman Marcus has learned absolutely nothing.  Their online marketing strategy is still not consistent with their brand.  16 days into April, I have gotten the following volume of email:

  • 2 on April 1
  • 1 on April 2
  • 2 on April 5
  • 2 on April 6
  • 1 on April 8
  • 1 on April 10
  • 1 on April 11
  • 2 on April 12
  • 1 on April 13
  • 2 on April 15
  • And one today thus far…April 16.

As I said last year, there is absolutely nothing aspirational or premium about sending out that much email to light-to-moderate customers.  Of course I could unsubscribe (but that would ruin my experiment and hey, with 7300+ unread messages it really doesn’t add that much bulk).  However, they should be trying to engage me instead of chasing me away.  Plus, they should be making their best customers feel more special with exclusive offers.

I hope someone talks some sense into Neiman Marcus soon. 

What you can takeaway for your company is to:

-Understand and segment your customers;

-Make your email marketing strategy consistent with your brand; and

-Think about how you can make your emails more relevant and interesting.  If NM put their emails into a monthly newsletter or e-zine, it would be much more compelling to receive. 

How can you improve upon your marketing strategy?

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth