MindComet

Clever Way To Start Shopping With A Click

There are some messages I receive that include search functionality using drop down boxes directly in the email.  There is some concern that these drop downs don’t render or function correctly across all email clients. 

Those who include this functionality in their message, including Best Western must feel that the benefit of allowing their valued email subscribers to search for flights or rooms directly from an email outweigh the risk of irritating subscribers who are unable to use the functionality as it was intended.

There are some email marketers that chose to eliminate the risk and cleverly avoid using drop downs by creating a series of separate links instead.

The latest email marketing message from Piperlime allows to search their Lime Tag Sale by size, simply by clicking the link with the size of your choice.

This is an ingenious way to keep subscribers engaged by quickly getting them to the place they need to be to start shopping.  It can be frustrating to your subscribers if they have to click and click and click to start shopping.

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Posted by MindComet on Jun. 29, 2007

What’s With All the Shouting?

Since the infancy of the internet there have been rules called “netequitte”.  Simply put, these are the do’s and don’ts of how to behave online.

According to Wikipedia, One should not use all UPPERCASE letters in an email. Uppercase letters imply shouting and may be considered rude.

Apparently, Overstock.com never got word, because on a regular basis they are screaming about their sales and great deals!

I’m a big fan of Overstock.com.  In fact, when our house is full of guests and we are out of space, some lucky duck gets to sleep on a quite comfortable queen sized air mattress I purchased from Overstock.com. 

I love a deal and I appreciate the messages I opted-in to receive from Overstock.  I frequently peruse their site in search of bargains – you really never know what you what you’ll find, but as a consumer and an email marketer, it is beginning to wear thin on my email nerves.

The all caps subject line is reminiscent of the spam messages I receive at my old and much neglected Yahoo! address. The only thing missing are the obligatory multiple exclamation points.

Overstock should revisit their subject line strategy.  They are a well-recognized brand that doesn’t need to yell at their subscribers.

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Posted by MindComet on Jun. 25, 2007

You’ve Got to Have Priorities

In the past, we’ve talked about avoiding message saturation.  and suggestions to prevent over messaging.  Earlier this week, when I received two separate messages within three minutes from yet another retailer, I began thinking about strategies for sending targeted messages to subscribers with multiple preferences selected.

Based on my experience, there are several retail email marketing campaigns that haven’t put enough thought into what their priorities are.  I have to believe that I am not the only person choosing multiple product lines, or multiple preferences when I’m subscribing.  I also have to believe that I’m not the only one who notices when I receive multiple messages within minutes.

When the email teams at these retailers are sending their messages, they may think they are doing the right thing by sending targeting messages based on subscribers preferences.  I have to agree, they are on the right track, but this process should be taken a step further.

By prioritizing your product lines or segments, and sending your messages based on those priorities will help you message concisely to your subscribers without over-messaging.

Here’s an example:

Jane M. Subscriber is signing up to receive messages from Company X.  She has an interest in Women’s, Men’s and Baby Apparel, so she selects all three.  Company X may send messages for all three categories each week, but I have a sneaky suspicion that Jane M. Subscriber is going to be overwhelmed or angry enough to opt-out if she receives three messages back to back to back each week.

By determining what message receives priority before each send and sending that message first is another option to reduce message saturation.  Sending the Women’s Apparel message first and then excluding the group that was sent that message from the next send, in this example Men’s Apparel and then excluding the groups that received the Women’s Apparel and Men’s Apparel from the Baby Apparel message ensures that each subscriber only receives one message.

Now, your priorities my rotate every week depending on your overall strategy to ensure that Ms. Subscriber sees each of the product lines she has expressed interest in.  Combine this with our new favorite “See Other Emails” link  and your messaging strategy will ensure the most bang for your buck, while helping to prevent opt-outs due to over messaging to your subscribers.

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Posted by MindComet on Jun. 22, 2007

Do You Know What You’re Missing?

Yesterday, our friend Chad White at RetailEmail.Blogspot wrote a great post about the Gap their current email campaign.  A creative idea with a link near the bottom of the message to see the other email messages they are sending. 

I also receive email from the Gap.  The messages I receive are targeted to women.  But that doesn’t mean I’m not interested in other messages for clothing for my husband, and for a fleeting moment, my kids, who still wear the clothes their mom picks out for them.

Last night, I received a message from Skechers, Maybe they read Chad’s post too , because their latest message also contained that feature.

If you are segmenting your list based on user-selected preferences, don’t rule out their interest in other product lines you are messaging about. 

I believe this will become a standard in email campaigns that include multiple messaging groups.

We’ll keep our eye out on how this trend continues.

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Posted by MindComet on Jun. 21, 2007

Is it Possible to Apologize Too Much?

I think the answer is “yes”.

Since May 30th, I have received four apology messages from VistaPrint.  While three of these messages cite technical difficulties with ordering from their website, the steady stream of apologies are beginning to seem insincere. 

These “We’re Sorry” messages include discounts for dealing with their troubles.  Are these discounts because of the problems? The other 13 messages I’ve received since May 30th are also touting discounts.

Are there really technical troubles with their website that have continued for two full weeks?  That must one heck of a problem. 

If there isn’t a problem, pretending there is one isn’t the best strategy as it brings unneeded negative attention to their brand.  VistaPrint is sending enough sale information as it is.  And saturating me with messages so much, I’m ready to opt-out, but I’m a little more interested in seeing how their messaging will continue.

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Posted by MindComet on Jun. 20, 2007

Capturing the Essence of Summer

We have talked about how much we enjoy the email marketing messages we receive from CB2 and that we might like them better than Crate and Barrel.  Over the past few weeks, Crate and Barrel has stepped up to the plate and is giving CB2 a run for their money. 

The last two messages feature the beach in the background.  Last week’s message announced their summer sale and featured some luxurious looking lounge furniture.  And while I am land-locked in the middle of the state, I could imagine that furniture sprucing up my patio.

 

The message sent this week was a sale reminder.  Mentioning that there was still inventory available and lots of money to save.  There was even a tip that directed me to the brick and mortar store where I can buy floor samples and items no longer available online.

That made me feel like I was getting secret information.  Even though the identical creative is on their website.

Another feature I like about the messages from Crate and Barrel is the “We’re in the Neighborhood” link, with the location of the closest store to me.  When I click on the store location, I am taken to a landing page with driving directions, store hours,  store events, and even available career positions.

The creative designs in these messages do a great job of showing subscribers what summer looks like.  I have to believe the imagery alone encourages conversions, especially with up to 40% off.

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Posted by MindComet on Jun. 19, 2007

Timing is Everything

Yesterday in my travels for Father’s Day festivities, I drove past a CVS Pharmacy.  That’s a pretty easy feat, in this are of the country, it seems, there is one on every corner, usually with a Walgreens right across the street.  I saw a banner advertising their “Digital Sunday Workshop”.  I wasn’t sure if this was something specific to that store, or the district we were in.  Regardless, I thought it was an interesting idea.

This morning, while reviewing my email I received over the weekend, I found a message from CVS. Promoting, what you ask?  Their “Digital Sunday Workshop”.  My initial reaction was they had timed their message with a great deal of thought to arrive in their subscribers inboxes Sunday morning when people are planning their activities for the day.  Even though it was Father’s Day and a lot of people probably already had plans.

I was disappointed with CVS when I realized the message was sent at 5:24 AM EDT Today.  Monday morning.  Six full days until their next event.

This could be brilliance in disguise if CVS follows up with an additional message on Thursday or Friday, although they run the risk of over saturating their subscribers with messages.

The best-case scenario would have been to wait until at least Thursday to send this message.  Monday morning is too early to start planning the next weekend.  And this message will most likely be forgotten by next Sunday afternoon.  By waiting until Thursday, CVS could have remained top of mind as subscribers started to plan their weekend activities. 

Before you send your message, think about the timing.  If you are promoting an event on a specific day, consider when you will get the greatest response.  Message timing is a great piece to test over the course of several weeks.  Sending messages willy-nilly won’t garner you the best results.

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Posted by MindComet on Jun. 18, 2007