The Scent Crimes Series: No 19 - Diptyque's email marketing campaign: "You can unsubscribe, but you can never leave", and how I finally 'addressed' the issue

Source: palmspringslife.com

I like Diptyque a lot. Their perfumes, I mean. I own a bottle of Eau Duelle - which I did admittedly try to sell - but that was only because it was 100ml and I was never going to get through it, given the size of my stash generally. I had already decanted more than enough for my ongoing needs. Anyway, that didn't come to anything, because the buyer noticed that the top notes had vamoosed, causing the scent's pyramid structure to collapse like a building brought down in a controlled implosion...only a lot slower, and in a way that was sadly imperceptible to its owner. I also have a bottle of Volutes edt in a more manageable 50ml format. I love that, and expect to use it all by and by - which is fighting talk, I know. Indeed Volutes was my SOTE at the International Design and Architecture Awards ceremony I attended on Friday with M, the designer friend and colleague featured in my last post, one of whose wallpaper collections had made the shortlist. The Diptyque narrowly pipped Ta'if, because M is averse to all things spicy, from curries and barbecue flavour nuts to third party sillage that might accidentally waft into her vicinity. So Volutes it was.

Given that on the Belgian trip I forgot ALL my toiletries, you would think I would have been totally organised on our overnight stay in London. Yet I managed to bring not one but two toothbrushes, although I forgot the particular blusher that would have gone with my outfit, and also forgot the brush that would have gone with the blusher I did bring, which was the wrong colour. Meanwhile, M forgot perfume! Or rather, a choice of perfume. She did find a small mini of Gucci Flora in the bottom of her handbag, but I managed to talk her out of it as being more of a daytime scent, and tipped a bag of samples on the bed for her consideration, that I had hastily grabbed before leaving. Interestingly, M was drawn to Jo Malone Peony and Blush Suede, which like the Gucci features peony, but the suede note just tipped it into more evening-y territory. Meanwhile, the 'Blush' in the name teasingly underlined my latest senior moment on the makeup front.

The view from Table 38

But back to Diptyque. I am keen to set my stall out as a general fan of the brand. I also love their sample presentation, in those dear little slide-y out boxes, with their striking monochrome livery. Some of which have ended up going the band's way for that very reason. And my brother and his wife are also big fans - I'd say Diptyque is probably their joint favourite house along with Miller Harris, and anytime they come within orbit of a Diptqyque concession, they inevitably make 'his and hers' purchases, most recently Oyédo and 34 Boulevard Saint Germain respectively.

What else is there to say about Diptyque? They are famously - and fabulously - generous with their free samples, which astonishing largesse moved me to devote a whole post to the subject!

But when it comes to Diptyque's direct marketing activities, or more specifically their email campaigns with news of offers, launches, and what have you, the company annoyed the heck out of me. I must have received at least one email a week - or that is my perception, which is what counts at the end of the day, and this doesn't remotely correlate with the frequency of my thinking about the brand, let alone considering a further purchase. Which is what I find irritating about overly frequent email contact by perfume houses: the assumption - not arrogance exactly, but perhaps more a belief in the power of attrition to bludgeon the consumer into submission, I don't know - but it is certainly taken as read that you are sufficiently interested in the brand to want to hear from them as often as it pleases them to mail you. Why, I don't want to hear from my dearest friends that often, never mind a fragrance brand!

I put up with this for months, maybe even years - my recall is happily vague on the matter - then it got to the point where I simply didn't read the emails anymore before deleting them. And eventually my frustration gained such a head of steam that I tried to unsubscribe in the usual way. And yet the emails kept coming, even after factoring in a period of 'tailing off' grace, while Diptyque got their databases in order. And still they came... So I kept deleting them, and periodically unsubscribing again whenever I could be bothered, though by now I was not at all hopeful of it working. It was very much a case of being stuck in that Hotel California song of the title...

"Trouble viewing this email?" I wish!!!

And it wasn't as though the emails were amusing, like those ones I used to get with similar frequency from Signature Fragrances, which also spawned an (amused and maddened) blog post.

In the end, on 13th September, the penny suddenly dropped as to why the unsubscribing process was failing to stick to the wall. While the emails were coming to my correct address, the pop up asking me to confirm that I wanted my email to be removed from their list referred to an address that was not mine!

It was c.......@d.....com!! WTF??

So seconds later, I dashed off an email to Diptyque's general address explaining what was going on, and asking them to additionally remove my blog address - flittersniffer@gmail.com - for good measure. And that finally seems to have done the trick. Big sigh of relief. But it would have been nice to have had a human response, apologising either for the glitch in the unsubscribing mechanism, or for the deluge of emails that preceded it. And had their campaigns not been so intense in the first place, I would not have minded receiving them, whereas now I know I could miss news of a new perfume that might be right up my street. And there are also some very attractive illustrations to Diptyque's emails, such as this bird and foliage one, promoting what I take to be a new release, Exuberant Vetiver, though obviously I haven't read it. ;)

Source: Diptyque

So this is my second post now about excessive direct marketing. Sign of the times, I guess.

Do you have any pet peeves to bring to the table - or the inbox, rather? I would love to know who you consider as the worst offendors.

Or does that sort of intensive mailing not bother you?

Oh, and here is another shot of the hotel where the awards ceremony was held. There are no actual volutes on this particular column - that would be the ones with Ionic capitals, I see in Wikipedia - but note the recurring palm theme in this post. ;) Yes, along with pineapples, I am a sucker for palms in all their guises!