I thought it was fairly interesting that I received an email from Target.com this morning with the subject line, “Thoughts on what you bought? Write a review.”
I thought to myself, “When did you buy something online?” (Because I haven’t.)
And then I thought to myself, “Are they now emailing me after I buy in store?” (And then I realized they don’t have any sort of loyalty tracking cards (like Best Buy’s Reward Zone), and I don’t have a Target credit card, so that couldn’t be it, either.
Inside the email there was a graphic encouraging me to write a review and a list below of some of my “latest buys”. Unfortunately, it was blank… because I said before, I haven’t made any online purchases.
While I think this is a GREAT email campaign to send a few weeks after an online purchase (giving the customer time to receive and use their purchased items), it really isn’t effective when there is no purchase made to back it up.
I, as a review-reading consumer, definitely don’t want customers writing review for products that they haven’t given any thoughtful use to personally – and I can’t imagine Target does either if they value the quality of their peer review system.