Bob Phibbs, the Retail Doctor® blog at Retaildoc.com

Dear Restoration Hardware, Macys, Pottery Barn, Jos. Banks, et al,

I’ve received your emails now for months, weeks, days. Like a jilted lover, you continue to hope that your discounts this time will be better, smarter, more focused. That you’ll allow “only me” to have your secret sale, friends and family day or free shipping – for only a few days.

You just don’t get it.

I stopped opening your email blasts awhile ago because they are all the same; generic, uncreative, uninspired – you don’t know me.

For if you did, you’d address the concerns I have like how to reuse an old article of clothing, when to alter a pair of pants, how to find a good accessory for a room.

But instead you keep begging, pleading, hoping like Sally Bowles in Cabaret, “Maybe this time..,”

Retailers, monitor your open rates of your email blasts. If they are below 30% it probably is due to your messaging. Make your message all about the customer using “you” and “your” and eliminate “we” and “I.”  Come up with five things your customers could use quick advice on.  Start a contest that uses your products. Be creative.

If not, you’ll end up singing the blues as your loyal customers stop opening their emails and more importantly your front doors.

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