Email marketing is a magical thing. Instead of waiting for a new or past buyer to stumble on your site, with email marketing you can take a product page and literally send it to the subscriber’s inbox.
But because marketers exploit email marketing so much its effectiveness goes down with each passing year. Shoppers are getting more emails, and they’re receiving these emails more frequently.
Here is the typical story with nearly all email marketing programs: they start with the online retailer sending maybe one email a month. Then one day you decide to send 2 emails every other week and see a nice bump in sales. Aha, doubling frequency had a 80% lift in sales (it isn’t as good as 100%, but hey, 80% ain’t too shabby).
A few months pass and you get antsy so you up the frequency to 3 times a month. This time the bump in sales is even smaller but the overall revenue through your emails is still impressive. When you were sending an email a month you had time to craft a thoughtful message that had a personality. Now email marketing is more cookie cutter.
The trouble with this story is that it leads to a bad place because eventually you’ll end up sending emails twice a week. What you’re experiencing here is the law of diminishing returns; and it sucks.
So what’s the way out? Send customized emails: messages that have a very specific focus and are addressed to a very specific subset of your mailing list.
Should a person buy Goodyear tires, he or she may be added to Goodyear’s mailing list. When winter rolls around, it stands to reason Goodyear would like to let their customers know about their new snow tires. Do Goodyear customers in Florida need that email? No. But Michigan customers do. And if you want to make this email even more effective send it out to Michigan shoppers 24 hours after a major snowstorm.
This is the best gift a retailer can offer on the 24th–
Which is why backcountry.com advertises it right on their homepage.
Based on registered user’s browsing behavior Coach sends a simple prompt email–
Don’t just slap on a seasonal promo message. Make it a branded experience, like Revant does (maker of premium lenses)–
Proactive.com does something clever. On their checkout page when a shopper clicks the “Terms and Conditions” link to read terms Proactive proactively shows a chat popup–
The lesson here is that if there is a spot on your checkout where shoppers drop off it’s a good idea to go the extra mile to address concerns of shoppers who reach that point.
When I see a message like screenshot above (pointed by blue arrow) the thought that crosses my mind is, “Michigan residents don’t have to pay sales tax. I’m a Michigan resident. Awesome.”
On lostgolfballs.com when you get to cart page they have a clever design element that shows a partial 5% off coupon code—
On click we see this popup—
The idea is pretty simple, shoppers who are incentivized by the discount can access it by letting their Twitter or Facebook friends know about the order.
Idea described above is a plug and play widget by addshoppers.com, so you can implement it on your site too.
I was on zazzle.com on a Wednesday and saw this–
Spotting a banner message (Happy Hump Day!) and promo code (MIDWEEKPROMO) personalized for middle of the week caught my attention.
What’s stopping you from applying this idea on your site?
Daleandthomaspopcorn.com knows 2 things-
1. Some shoppers prefer buying offline
2. Using geolocation they can identify visitors from states with Dale and Thomas stores
How do they act on this data? Observe bottom left corner-