Perhaps we can agree religion and politics have no place in retail email marketing?
While many can play it safe and avoid references to Christmas with “holiday” or “season,” political-themed emails may require the same finesse. Chad White of the Email Experience Council flagged some examples of some election-themed retail emails that may offend. For example, Spiegel used “Luxury First!” in an email, which may be received as a mockery of the Republican presidential slogan “Country First.” Says Chad, “It stops being clever when people are feeling attacked.”
An online tea-tailer sent this email post-election:
United States of Tea
Unite our post-election nation by sending a gift of tea across the blue/red divide. Mail a gift of tea between any blue and red states, selecting $19 or more and your shipping is free.
Other than the fact that this email clicks through to a home page that doesn’t repeat the offer or promotion, I didn’t find anything offensive about the email (but then again, I’m Canadian).
It does seem a bit complicated (requires looking up a voting map and figuring out which friends/family live there and predicting what kind of tea they may fancy).
But apparently this email did cause a stir, according to Adagio Tea’s Twitter posts:
Says one Twitter follower:
Regardless, kudos to Adagio for being open and addressing the issue through Twitter (and inviting email subscribers to engage through Twitter in the email campaign). I’m curious if a formal correction, clarification or apology will be sent via email, as well.