Unclear on the Concept: My Favorite Ads and Marketing Emails That Don't Get It

I hope that this will become a regular addition to my blog. I'll post these items as they come across my In Box or desktop.

Here's a good one.  A customer places her first order on drugstore.com.  Everything goes fine, the customer receives the order quickly, and she took advantage of the offer on drugstore.com's website, which is "orders over $25 ship free."

A week later, the company follows up with an email entitled "Get Free Shipping on your next order".  Wow, she thinks.  I am going to take advantage of this free shipping.  The email (attached) states:

"get free shipping 
on any order of $35 or more*"


The email is at right.


Hmmm, she thinks.  Didn't I get free shipping for about the same last time?  She checks the site, and the home page says:

"everyday free shipping
how it works
1. Place at least $25 of eligible drugstore.com or Beauty.com™ products in your shopping bag.*
2. Proceed to checkout. Free standard shipping will automatically be applied."

Way to go, drugstore.com.  Offer free shipping for an order over $25 to anyone who visits your site.  But for your SPECIAL customers, send them an email telling them how much you appreciate them.  You appreciate them so much that you give them a WORSE deal than a "stranger."

With friends like drugstore.com -- who needs enemas?  (sic)