The title reads "StarHub Exclusive: Here's a $300 gift voucher for you".
Out of curiosity, I opened the email and scrolled down to find this advertisement by a third party, a hair care salon.
First mistake, StarHub has just made me wasted time opening their email. No doubt their headline has been successful in getting me to open the email. And I'm sure they have some tracking device to measure the open rate for all the emails sent out. But they've also reinforced my confirmation that this is a company that only treat you shit as their customer.
The header of the email said "Exclusively for StarHub customers!" and then went on to say "You're the privileged recipient of $300 hair treatment voucher". Do you think I'm one of the few privileged recipient or one of the names in their mass email list?
In the body, it said "Guess what? We have a surprise gift exclusively for you".
The gift is a surprise indeed. How the hell StarHub thinks I have hair problem? Did they based it on their customer profiling tool and assume that people in my age group will have hair problem? Or do they just spam all their subscribers and see how many will respond?
The email continued with some information on hair problems and solutions which were all irrelevant to me.
And see how lavishly they used the word exclusively.
And for anyone who are a little more observant and in the know, this hair care company is always advertising and giving away free voucher to entice prospects. In fact, the whole industry is using the same tactic. So how exclusive do you think this is?
Perhaps the marketing department wanted to provide additional benefits to its subscribers. Perhaps it's a co-marketing efforts where both scratch each other back.
Sending a marketing email and using flowery words to make people read what you have to offer is not only useless, but plain stupid. Your job is to build trust and not make your work easy.
If you have nothing better to send, don't send it.