Bath & Body Works – Are They Sending Too Many Emails?

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Bath & Body Works – Are They Sending Too Many Emails?

I signed up to the Bath & Body Works email list during the holidays last year to be notified of sales and receive coupons to use. I thought it would be a good time to start taking advantage of the sales during the holiday season, because what mother/sister/friend/coworker doesn’t love heavenly scented candles and lotion? I liked that I could use the coupons both in store and online, and I could simply show the salesperson my email to receive the discount with little to no hassle.

At first, it seemed like they sent me way more coupons than I needed and had sale after sale. I thought maybe they did this because consumers were more likely to use more coupons to buy products during the holidays as gifts. I got used to my daily, if not twice daily, emails from them promoting that candles were BOGO or select lotions were only $6.

At some point I felt bombarded with emails from them, but strangely I didn’t mind. I liked seeing what the deal of the day was going to be and if it would be good enough for me to act on it. Fast forward to today, I still receive the emails but have learned when to use the coupons. Bath & Body Works sticks to a pretty regular schedule of sales. I no longer feel like I have to use the coupon they send for the day if I don’t want or need anything, because I know that they will have another similar sale soon. I don’t feel like I’m missing out on a great sale unless it’s their big semi-annual sale.

It’s interesting to see how much my behavior has changed over the past year when it comes to how often I take advantage of their sales. I’ve learned what is or is not a good deal based on the repetitive emails they send. However, I find it strange that I don’t get tired of their constant emails. It might have something to do with their release of new products and scents for each season that continues to capture my interest. It also might have something to do with the fact that I’m a candle lover all throughout the year.

1 Comment

Jack Brozek

Jack Brozek

September 24, 2018at 6:21 pm

Nice post. I worked at an email marketing firm over the summer, and it definitely made me rethink checking my inbox. Having been on the other side of it, companies are constantly using your habits and data to create a profile to market most efficiently to.

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