Tuesday, May 18, 2010


Dear Dominos Pizza,

You've gone a little far in your attempt to personalize your marketing message to my family. Back in the day when you were keeping us hopped up on free chocolate lava crunch cakes, I was all about it.  An occasional free coupon for bread sticks keeps MrG feeling happy. We love that.

What we don't love is receiving emails like this:

I realize it's cool right now to personalize marketing efforts to your prospects. Heck, I do it all day myself.

But I resent like hell that you assume, based on my last name, and perhaps my zip code, that you should be marketing to me in Spanish. Isn't anyone out there paying attention, for the love of Pedro?  Check out the photo at the right.  You darn near can't get any more non-Hispanic than I am.

How are you deciding which customers get which version of the email? Do you have some brain trust in a little room having conversations like this? "Oh, his name is Dominelli - send him the Italian one."  "And her name is Silja - she should get the Indian one." "And his name is Kalniņš - send him the Latvian one."

I don't know how the decisions are made, but I sure recommend someone pay attention to what's being sent out, and think about the effect your message is having on the people receiving it. I don't want pizza now. Instead, a big plate of steaming enchiladas seems more in order. Don't you think?

While researching this piece, I found that Garcia is actually the 15th most popular last name in France. If you're going to send me marketing pieces I can't read, can I at least get them in French? I love the little squiggly things over the letters.

Hasta la vista,

p.s. My next door neighbor to the west whose last name is Flores doesn't speak a lick of Spanish either.  But the guy named Brown on the east side does. So can you be sure they get the correct email? That ought to send the brain trust into a tizzy.

No comments: