E-mail geo-targeting gone awry
Later that day, he received another e-mail from Borders, with the following subject line: "Correction to Our Earlier Email re: A Borders Store Closing in Sacramento."
The body of the e-mail read:
"Dear Borders Customer,
We are sorry; the email you received earlier was intended only for Borders customers who shop in our Sacramento store. It has been brought to our attention that some other customers may have received this email in error. To clarify, the 40% off discount is only valid in the Borders Sacramento store at 4750 Natomas Blvd. We apologize for any misunderstanding this may have caused.
Sincerely, The Borders Team"
Clearly, e-mail marketers who use geographic targeting find that it's a great way to make sure your e-mail reaches customers who care about your message. But it's obvious that marketers need to take special care to ensure the right message doesn't reach the wrong target!