E.ON to customers: You’re all losers!


I’m not exactly known for my tact. In fact, I can be quite offensive at times (it’s one of my most lovable traits) but having worked on a few email marketing campaigns myself over the years, I know that you need to be careful what you say to people. For example, branding your recipients, your customers, as ‘losers’ probably isn’t a wise move.

It could cause great offence.

That’s just what electricity and gas supplier E.ON did last month however, when they sent an email to entrants in a competition for FA Cup tickets telling them they were unsuccessful. The subject line of the email read ‘Losers email’ – which was no doubt a temporary subject line that was to be replaced at a later date, before sending, with something along the lines of ‘sorry, you have been unsuccessful’.

But no – loser email it remained.

Well done E.ON, great way to build customer relations!

From: E.ON Great Saves [mailto:aquestionofsaves@eongreatsaves.com]
Sent: 01 April 2010 17:42
To: ***********
Subject: Losers email

Dear Darren,

Thank you for entering ‘A Question of Saves’.

Unfortunately you were not one of the winners this time round, but don’t forget you can play again for weekly Football League prizes and tickets for the remaining rounds of The FA Cup. Log onto www.eongreatsaves.com for more chances of winning great football prizes for you and your family.

Kind regards,
E.ON Football Ticket Management Team

This is an automated email from www.eongreatsaves.com, please do not reply to this email.

Darren Jamieson, aka MrDaz, is the Technical Director and co-founder of Engage Web and has been working online in a career spanning two decades. His first website was built in 1998 and is still live today.

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