Perhaps a better approach would have been for Williams Sonoma to identify if I’m a “gifter” of their products — (I’m not, I keep everything for myself) — and if I was, to send me gifting-related messaging. But I’m not a gifter, which is why even that message probably wouldn’t do it for me.

So as marketers we need to really ensure we’re doing as much as possible to know our audience BEFORE we send these messages. Or, worst case, sending an email that ASKS the recipient what kind of messages they’d like to receive from us. A message like that would have strengthened my bond with Williams-Sonoma, because it shows they really do care about what I want.

I really appreciate your thoughtful point about the post. Thanks for reading and keeping me honest!

I’m curious about what you had to say regarding Williams-Sonoma trying to sell you something you didn’t want. And I’m going to play devil’s advocate. Even though you hadn’t purchased any baby items from them, was it unreasonable for them to think you may need to buy a baby shower gift at some point – perhaps for a niece or a co-worker? How would they know that you weren’t routinely buying baby stuff from another retailer and just needed to be made aware of their offerings?

Specifically, *why* should they have known better? Only because you hadn’t purchased any baby items from them in the past? Would it have made a difference if they had worded the email differently (i.e. “Great baby gift idea!” or “You love our cookware. Have you seen our product line for new parents?”)

I’m not arguing with you – just interested to know what you have to say!