But mostly hits..
In a previous post I discussed how Toys R Us had a segmentation mistake when I was on the list of previous customers of a particular product that was being recalled. The same issue happened again recently, but I want to quickly point out a few of the good elements going on here with the recall email.
1. Great use of the email channel for reaching out to customers on an important issue
2. Clean design that focuses on the recall information; not trying to sell other products
3. Because of the heavy text-based content, the email displays well with images blocked by default
A big area of improvement though was with their landing page for: ‘Click Here to Receive All Safety Email Notifications.’ On this page (screen grab below), it asked to sign in to my email preference center. Why would Toys R Us not take me right to the preference center? Perhaps I don’t have a preference center as it has an option for me to sign-up, but any legitimate email platform will have a preference center already integrated. I do understand that approach they are taking here, but feel it should be much more seamless for the subscriber.
