{"id":1905,"date":"2012-09-20T19:08:22","date_gmt":"2012-09-20T23:08:22","guid":{"rendered":"https:\/\/www.emailcritic.com\/?p=1905"},"modified":"2013-12-07T04:55:47","modified_gmt":"2013-12-07T09:55:47","slug":"what-express-does-right-and-wrong","status":"publish","type":"post","link":"https:\/\/www.emailcritic.com\/what-express-does-right-and-wrong\/","title":{"rendered":"What Express Does Right…and Wrong"},"content":{"rendered":"

Like any budget minded consumer (who also happens to be a total nerd for email marketing) I headed over to the Express website for my obligatory coupon for signing up to their email list.<\/p>\n

Here’s what I found:<\/p>\n

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YESSSS!<\/p>\n

Express knocks it out of the park, having a handy popover signup form, featuring front-and-center the immediate benefit for signing up “15% off your next purchase.”<\/p>\n

If we notice the fields, I have a minor gripe about confirming my email address but that’s a personal opinion, it likely works well for them. I love that first name & last name fields are not required (last name is almost never necessary though – I’d recommend removing this altogether), finally I like knowing that since they’re asking for gender they’ll send me targeted messages. So far, so good.<\/p>\n

Seconds later, the welcome email hits my inbox…at this point I’m pretty pumped (until I open it).<\/p>\n

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Hrm…Here’s where we start to go wrong:<\/p>\n