I got an email from Amazon this morning promoting the TomTom GPS system. This was not a blast email but a very well calculated strategy. Amazon has probably noticed I’ve looked at several GPS systems over the year but never managed to pull the trigger. They know I am not a compulsive shopper. In the context on what they know about me I’d say this email will have a solid conversion rate.
I believe ‘relevant context’ is the secret sauce of successful email marketing.
Notice the content of the message, you’ll see Amazon has taken raw clickstream data and massaged it with good marketing practices. Instead of saying ‘Rishi, you looked at 12 GPS models and read 34 customer comments this year‘ which would creep me out they sent a generic marketing message giving me the illusion of an epiphany.