Consumer complaint received 2015-11-28
Company: AMERICAN EXPRESS COMPANY
State: GA
Product: Credit card
Issue: Advertising and marketing

Complaint:
AMERICAN EXPRESS MARKETING TARGETS PREVIOUS CUSTOMERS, WITH PROMISE OF BONUS SKYMILES, A MISLEADING ALGORITHM!! 
I am objecting to the ambiguous and misleading automated marketing email which was personalized with my name and email address, linked to my personal Delta Skymiles account. This is not simply a blanket marketing tactic. This marketing tactic specifically targets past consumers. The policies are ambiguously worded to make a previous customer believe that the product offered includes a welcome bonus of XXXX skymiles plus a {$50.00} credit, and {$95.00} annual fee waved the first year. AmEx refused to honor my welcome bonus and insists that the terms are clearly defined as this welcome bonus " not applying if you have had the product in the last 12 months. '' " Product '' I thought meant welcome bonus, which I had not obtained for 18 months. Further example of ambiguity is that the normal annual fee is waved for the first year as part of the " welcome bonus. '' That particular benefit of the " welcome bonus '' was indeed honored! What does that imply to the average consumer? That the annual fee being waved for a year being honored, indicates the welcome bonus will be honored.These welcome benefits, including the annual fee being waved, are listed in the same list. ( see attached ) Because of the ambiguity of the offer, I was skeptical. I initially interpreted the invitation being offered to me as a " welcome back bonus. '' The automated confirmation letter of my approval clearly said " welcome back. '' ( see attached ) There clearly was an algorithm in this specific offer that recognized previous customers. 

The way AmEx operates their marketing to previous customers is obviously targeted to make us think we will get the welcome ( " back '' ) bonus. That is how the marketing is designed. Even the small print in the terms ambiguously states that the welcome bonus is not available to any who have had the " product '' ( interpreted as welcome bonus since it was in a footnote for " welcome bonus '' ) in the last 12 months. I had obtained the welcome bonus XX/XX/2013, 18 months prior. 

Why could n't the marketing email clearly state the terms as " welcome bonus skymiles and {$50.00} credit are not available for customers who have had a Delta Gold AmEx card in the last 12 months, but the annual fee will still be waved for a year.. ''?? I would have easily understood and then based my decision to reopen my account in comparison to other credit cards that offer welcome bonus miles. The terms are specifically worded in an ambiguous misleading way, easily misinterpreted. I would have most likely opened an account elsewhere as I am in urgent need of skymiles. This deceptive marketing tactic has disrupted my urgent travel needs and may prevent me from being able to afford family emergency travel, as I have had to use my existing skymiles repeatedly for family emergencies already. 

The reason I did not document my initial AmEx phone call wherein AmEx Customer Service team DID verify the welcome bonus offer as applying to me, a previous customer, was that I believed the answer that AmEx customer service provided, verifying the welcome bonus as applying to me. If I had not believed it, I would have documented that initial inquiry for further verification. Previously AmEx customer service teams have been competent in explaining policies. I am shocked that as a one time courtesy AmEx still refuses to honor my welcome bonus of XXXX skymiles, which I interpreted to mean " welcome Back bonus '' as even the confirmation automated email recognized me and said " welcome back. '' Listed below are the XXXX members of AmEx General XXXX that I emailed about this issue, and see attached response from the Customer Advocate Team. 
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Company response to consumer: Closed with explanation