Chico's CEO: Too much email

Is there such a thing as too much promotion of your brands?

David Dyer, the president and CEO of Fort Myers-based women's retailer Chico's, told analysts and investors recently the company plans to use email promotions more tactfully.

“As a matter of fact, I think that we ourselves have sent more emails than we should have, and we're going to be looking at not only the amount of emails, the quantity, but the quality of the message,” Dyer says in a transcript of the Feb. 26 conference call posted on SeekingAlpha.com.

“I mean, we have a large part of our file that never responds to a promotional email, but they respond to new fashion, new items, new ideas. That's the type of emails we need to send her,” Dyer says.

Dyer also complained about the intense competition among retailers who constantly discount their wares. “I think that she is really exhausted from the promotional efforts that have been out in the market,” Dyers says of his customers. “I mean, everybody has been so damn promotional, including us, that I think that she doesn't really even know what the right price is anymore.”