Barnes & Noble’s embarrassing purchase confirmation email

I won’t go into the details of how jarring the actual checkout experience was (applying a gift card made no change in the total order amount that it appeared I’d be charged), but I have to rail against their purchase confirmation email. Come on, Barnes & Noble, it is NOT that hard to be able to customize a confirmation message based on what I’ve ordered. I mean, you’re halfway there, with including my name & address & order details!

Unfortunately, they fill the email with 2 paragraphs of information that does not apply to my order, “if your order contains…” and “If you ordered a NOOK…” When I got this email, I initially thought it was a throwaway welcome email there was so much text in it. But no, it contains my order confirmation. Targeting this content to only appear when applicable is basic email marketing 101. Yikes.