What a waste ...

Whilst a lot of attention is given to the use of email for direct marketing, I have always emphasized that 'non-direct-marketing' emails can also be used as a medium for marketing messages. This is even more the case in the era of 'big data'.

Recently, I purchased a pair of training shoes on JD Sports website - this is a range they sell in store, but the full range of colour and size are only available online. I received a host of emails: order received; order accepted; order arrived in store - and then this one ... 

Whilst the other emails could  have included marketing messages, this one - as it comes at the end of the transaction - is ideal for doing something to engage me as a future customer. As I have purchased the same brand and type of training shoe [in a different colour] from them in the past, and that they should have been able to link my home PC's IP address with the order, there is a wasted opportunity in offering me some kind of discount for a future similar purchase? Or, as the shoes are often released in limited edition colours, an offer to be contacted before a new colour goes on general sale?

Nothing like rocket science - just good old sales. 

Oh, and let's not ignore the wasted ad space with the 'free delivery to over 500 stores' message - yes, I know, this email is to tell me my order was delivered free to one of their 500 stores. D'uh.

PS as an aside, this email could have included some kind of security message; e.g. ' ... collected. Was this you?'