Recently, I bought a couch at one of Rooms To Go’s retail locations (one of those huge, plush recliner types you can get lost in – LOVE). During the transaction, the salesperson asked for my email address and provided me with clear reasons to sign-up and what I could expect next. So far, so good. The very next day I received the following welcome message:
I have to say, sending the welcome message that quickly from an offline sign-up is impressive. However, their “welcome” message could use some work. Let’s analyze and rate:
- Subject line: Clear, to the point. A
- Preheader/header copy: Includes whitelisting instructions and a link to the web version. RTG also explains why I am receiving this email in the copy below the navigation. But alas, no call to action. B-
- Design/content: All text with a very colorful background and large, varying font. Not so attractive, but details out the key points of subscribing in the message. C
- Call to action: What call to action? F
Bottom line, this message was very confusing. The subject line leads me to believe I already am a “Preferred Customer”, but the email copy is directed at pushing me to become a preferred customer. Um, what? When reading through the bulleted reasons to join, RTG has some compelling reasons, but where’s the call to action? And am I not already signed up, through your email program, for all of these benefits? Is this some sort of secret society I have to give the super secret handshake to join? Throw me a bone here, Rooms To Go.
Overall, I’d have to give this email an A- for effort and a D in execution. What do you think?
Kelly Lorenz
Email Marketing Strategist at Bronto
@KNLorenz
Andrew Kordek
Justin Premick
Chris Wheeler
Scott Cohen
Jake Holman
AngeBarber
DJ Waldow
jacaldwell
Wendy Croissant
Luke Glasner
Scott Hardigree
Maddy Hubbard
Rory Carlyle
Kelly Lorenz
Remy Bergsma
Laura McIntire
Jordie van Rijn
elenah13
loveofemail
georgiachristian
preemo55
Great post Kelly! Pretty sure that the “preferred customer” in the subject line might have been some default personalization for some combination of first name and last name. Though I could be mistaken. Pretty sure they would have gotten your name when you gave them your email…
Love the fact that they introduce the program to the recipient…but also a failure to include some type of call to action. Creative could use a bit of work as you’ve said.
We are delighted that Kelly chose to highlight her experience at one of our showrooms and subsequent email journey. We are also delighted to get the thoughtful feedback and professional recommendations. Suffice it to say, we are on it! Future Rooms To Go “welcome” email recipients will benefit from these comments soon!
Janis,
It’s great that you chimed in on this post. I think Kelly has some great feedback for you guys to make improvements.
One thing I would add is that it appears there is a lot of real estate devoted to the “You provided your email address on a recent visit” section that could probably use to be culled down a bit. It’s relevant information, particularly in a welcome email, but its sheer size distracts from the message’s intent, which is great information.
The use of buttons as calls to action could help as well.
Solid post, Kelly. Good luck on the improvements, Janis!
- Scott
[...] Join Rooms To Go’s super secret society Recently, I bought a couch at one of Rooms To Go’s retail locations (one of those huge, plush recliner types you can get lost in – LOVE). During the transaction, the salesperson asked for my email address and provided me with clear reasons to sign-up and what I could expect next. So far, so good. The very next day I received the following welcome message… [...]
Thanks for the comments everyone!
George: Re: personalization, that could be the case, but they have my name! I’m not sure what’s going on there. Thanks for leaving a comment!
Janis: I am so impressed that Rooms To Go monitors and responds to feedback/criticism. I’m also pumped that my post has spurred some action on your part to make some modifications to the welcome message — love that you listen and modify! And by the way, I don’t want to lose the fact that RTG is doing a lot of great things with this welcome message campaign already: In-store collection, sending within 24-hours, detailing the benefits of subscribing, whitelisting instructions and expectation-setting…all really great. Just some minor adjustments will get you that A+ on execution!
Thanks so much for commenting! I look forward to seeing what RTG comes up with; please do come back and share.
Scott: Agree with your feedback for Janis and RTG as well. A button call to action (or any type of “next step” link) could really take it to the next level. Thanks for commenting!
-Kelly
[...] Recently, I bought a couch at one of Rooms To Go’s retail locations (one of those huge, plush recliner types you can get lost in – LOVE). During the transaction, the salesperson asked for my email address and provided me with clear…»Read More [...]
Rooms to go is a waste of time and money for anyone. I purchased a living room set for my daughter who is getting married soon and had just purchased her new home. She was only in her home for 2 weeks and the 1st day of delivery the sofa had a defect or chip in the wood. they said they will send someone out. Noone came and here 3 weeks later the sofa had a sink hole in it. They said maybe it was weight that caused it. my daughter is only 159lbs. Well they fixed it and told her it was a band of rubber that had come out. Now here it is 2 weeks and she is dusting and wipes the lamp down and oh my the paint is coming off. They came out and said it looked like a defect and someone will get in touch with her to take care of it. When she calls to inquire about it she was told that the guy who came out said she used a chemical on the lamp. Now we are on the phone and they saying they need pictures of the lamp.. I am just about to find a lawyer and my daughter called and said she wants me to pick her lottery numbers because they said they will send her a new lamp!!! I will never purchase my furniture there and shame on me because 2 friends said to not go there.
Clare,
I’m sorry for your less-than-stellar experience with Rooms To Go. I do want to emphasize, however, that this is a post (and a blog) specifically about their email program, not the quality – or lack thereof – of their products, so if you have a complaint, I would suggest discussing it with the company directly and/or posting on a site that is actually dedicated to customer complaints.
I will reinforce that I’m impressed that RTG not only read the post, but took the time to respond and take the feedback with them. What they do from there is up to them.
-Kelly
Ps. I just moved into my new place and received my couch and I love it, so every experience is different.