Sorry seems to be the hardest word

This is not an apology. An apology is short and sweet and usually expresses sincere regret. This is yet another ill-advised marketing email—no doubt hastily created as you realized how crappy your future numbers looked—that attempts to confuse consumers even more by introducing a new brand name into the mix. So now the DVD-based Netflix service is called Qwikster? Wow, thanks for letting me know you’re about to make your offering even less user-friendly. Two separate websites? Separate billing? Same price increase? Gee, you guys sure know how to make a consumer feel loved.

Whoever is charge of your PR department should be fired immediately. 

Not only is the email ill-advised, it is poorly written. After reading your note about 5 times, I’ve yet to see a compelling explanation for the price increase. Did you really just use the term ‘cost structures’ in a customer facing email? Next time, leave the jargon to your internal memos. How about something like “it’s costing us more to offer you the service you’ve come to expect, so we need to increase prices.” A little plain-speak goes a long way.

To top it off, you add in some nonsense about how much you’re going to miss seeing those red Netflix envelopes? Maybe I’m insensitive, but I really don’t give a flying shit about your nostalgic hang-ups.

Don’t you understand how the world works these days? More than ever, perception is everything. People can handle price increases. They can handle service changes. To a point. But how you communicate those changes is critical. As a wise man once said, “don’t piss on my leg and tell me it’s raining.” 

I’m pretty sure I felt a few drops as I was reading your email this morning.