This email from Saks Fifth Avenue arrived in my inbox this morning.
An exclusive Tory Burch event that will “leave me wanting more”? Sounds like an invitation to disappointment. To leave someone wanting more means to under-deliver. Saks, however, is trying to say something quite different: “When you see the new Tory Burch collection, you’ll want more clothes!”
How can I be sure? Here’s the footer on the email:
An email subject line may seem like a minor detail, but remember: it’s the first message a customer sees, and it can make the difference between opening an email and sending it directly to Trash.
This isn’t the first time I’ve suspected that Saks is employing copywriters who aren’t entirely comfortable with American English vocabulary and idioms. See my November 2009 post about “opportunistic.”