From: Borders Rewards
Subject Line: Welcome: Make Reading More Rewarding
Date: Tuesday, March 27, 2007

I was amazed to receive this Welcome message from Borders just one day after signing up for their free Rewards Program in one of their airport retail locations. That was until I sat down for lunch and read a newspaper article detailing how Borders was watering down it's Rewards Program and pissing off a lot of customers. I was probably just part of the mad rush to sign up unwitting new members to it's inferior new program.

All the same, Borders does do something good here: allow new customers to personalize their email experience from the outset, encouraging subscribers to "customize the email you receive from us so you get the email you want when you want it."

On a random note, "Become Online Registered" sounds extremely awkward to me. Why not "Register Online"?