Mistakes Create Engagement Opportunity

On New Year’s Day I received an email from Columbia Sportswear — as did thousands of other Columbia customers I suspect.  They had a birthday gift for me. My Birthday is in July.  I assume they are using an auto engagement tool to deliver birthday offers based on a profile and the default settings if you don’t provide your DOB is January 1.

Columbia didn’t have to acknowledge this mistake, most organizations wouldn’t, but they used it to re-engage with their customer base and strengthen the relationship. Today, I received an apology from Columbia, a coupon for 20% off my next purchase and incentive to update my profile with my actual birthday.

My guess is that this email will generate one of their best response rates.The  transparency and request to update profiles will drive additional engagement that will further enable Columbia to tailor their offers.

I also love the inclusion of the store finder on their emails.

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