"One email sent on Dec. 1, for instance, provided a discount code and claimed that it would only work for an hour, when in reality, it could be applied to purchases long after the "final hour" expired, plaintiffs' lawyers alleged. Research suggests that these marketing tactics push consumers to purchase more products than they normally would, and at a faster rate without comparing them to other items, the suit says."
"A series of promotional emails - which often use all-caps and exclamation marks - included in the lawsuit appear to demonstrate this firsthand. "LAST CHANCE TO GET YOUR MYSTERY OFFER!!!!" One Dolls Kill email says in the court documents. "HURRY!! 40% OFF 5 HOURS ONLY!!" another says, along with "1 HOUR LEFT TO SHOP 50% OFF!!!!!!!!! BLACK FRIDAY!" The plaintiff's lawyers are now requesting $500 in damages for each and every email that was sent."
Dolls Kill is facing a class-action alleging that the company used deceptive email subject lines to create false urgency around limited-time sales. Plaintiffs allege emails promised discounts for short windows but allowed codes after the stated deadlines, prompting faster and larger purchases without comparison. The lawsuit involves more than 100 people and seeks over $5,000,000 in total. Plaintiffs request $500 in damages per email sent, asserting violations of Washington's Consumer Electronic Mail Act, which prohibits false or misleading commercial emails. One plaintiff lives in Washington and initiated the suit on behalf of others.
Read at SFGATE
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