Simon likes restaurants and cooking, and spends time in the U.S. As a result of both these things he knows the premium U.S. cookshop, Williams-Sonoma. It’s a very good store.

He signed up for their newsletter.

This is what happened. Look at the dates. Why does a premium cookshop think you want to hear from them everyday, sometimes twice a day?

It’s gone from being a well liked store to an extremely annoying one. Not good marketing.

And almost all the newsletters announce deep cut price promotions. Not very premium. Not good marketing again.

W-S emails