So by running an ineffective email campaign they have turned a consumer evanglists into a toxic consumer and we all understand the power of word of mouth....
It is always a major annoyance when a large retailer or company cannot get the basics of online marketing right and turns a loyal customer into well an angry consumer! One of the retail brands that I used to admire and respect because it was smart edgy but recently I have been trying to cut down the number of newsletters and marketing collateral that fills my inbox each day.
- E-Privacy Directive: Directive 2002/58/EC Concerning the Processing of Personal Data and the Protection of Privacy in the Electronic Communications Sector, 2002 O.J. (L 201) 37
- E-Commerce Directive: Directive 2000/31/EC on Certain Legal Aspects of Information Society Services, in Particular Electronic Commerce, in the Internal Market, 2000 O.J. (L 178) 1
- Distance Contracts Directive: Directive 97/7/EC on the Protection of Consumers in Respect of Distance Contracts, 1997 O.J. (L 144) 19
- Data Protection Directive: Directive 95/46/EC on the Protection of Individuals with Regard to the Processing of Personal Data and on the Free Movement of Such Data, 1995 O.J. (L 281) 31
They are an EU based company and email marketing provider, and the email was originally subscribed to while I was a resident within the EU, so they should have to answer to EU privacy and data protection directives and let their subscribers leave their email lists.
Who is to blame for failure?
So the question is who is really responsible for the email failure is it Diesel for not picking an email solution that allows consumers to leave when they request to do so? Or was the Diesel email marketing failure dependent on eCircle’s email software solution for failing to accept and process several of my unsubscribe requests and ignore my personal email which many other solutions would have flagged. So how can companies expect consumers to trust them with their details and address privacy concerns when they can’t even do the basics?
It is unreasonable that a consumer should have to goto such efforts to be removed from a marketing list that I originally opted into, I was a legitimate Diesel customer who really was interested in finding out more about their products. This process doesn’t look like it is over yet, so it is likely myself and Diesel won’t leave on amiable terms and may turn nasty in this breakup with a brand.