MindComet

Double * Double Opt-in

In October, I am headed to San Francisco for a few days with my family.  I haven’t booked our flight yet, but I’ve spent some time looking around to see what I can expect as far as price and lay overs.

This week I worked on narrowing down my choices.  Southwest made the cut.  One of the reasons was because of their Rapid Rewards program.  I signed up for the program.  As a part of the registration process I was given an option to sign up for two separate email programs. The first was a Click ‘n Save email update and the second was the Rapid Rewards update. 

I was surprised with a separate double opt-in message for each program.  As you can could probably guess, I confirmed both emails and those were followed with two “Confirmation Succeeded” messages.

Is Southwest being too cautious?  Four emails in two minutes.  Wow!  That’s a lot of transactional messages. 

Now don’t get me wrong.  I am all about double opt-in, but double * double opt-in is pushing the line of overkill.  Instead, I would have liked to received one double opt-in message and one well-crafted welcome message reminding me why I signed up in the first place.

Read More & View Comments

Posted by MindComet on Jul. 20, 2007

Does a Delay Make it Relevant?

One of the cool things about my job, is my friends and colleagues send me great and not so great email marketing messages to see what I think about them.  Thanks to Ross for sending today’s topic my way.

I imagine that Apple was so busy with launching the iPhone that the days leading up to the first day of summer, June 21st,  left them little time to breathe, let alone time to deploy an email message about MacBooks and MacBook accessories.

It’s interesting that almost a month into summer Apple is asking us to “Get ready for a summer on the go”.  The message is still relevant, but the association with preparing for summer, which is a third of the way over, makes Apple seem a little bit behind. 

When you are planning your messages, consider when it is going to be sent.  It’s fine to make references to the season, or a specific holiday or event, as long as it’s relevant.  If there is a delay, for whatever reason, make sure that copy is still topical and fitting.  If it isn’t make the necessary changes so it is.

Read More & View Comments

Posted by MindComet on Jul. 19, 2007

Is This Strategy a Homerun?

KFC has an interesting messaging strategy.  Two-thirds of the email marketing messages I have received from them since the beginning of June have not even been about chicken. 

The first message I received was regarding a promotion for a Bat Girl for the KFC Softball World Cup.  I thought this was a bit odd, and wondered how many people were actually eligible.  I was too old to enter and my daughter was too young.  I don’t personally know anyone I could have forwarded it to.

The second message I received promoted their Drums and Thighs bucket.  More along the line of what subscribers might expect. 

The third message I received moved make to the Softball theme.  With an opportunity to become KFC’s Softball Team of the Year.  This promotion asks subscriber’s to tell them about the most memorable team dinner.  For an opportunity to win prize for your softball team.

Another promotion mentioned is an opportunity to be picked as the “Most Enthusiastic Youth Baseball Team”.  With not only a link to enter, but a way to vote for your favorite team as well.  How many subscribers forwarded that message on to everyone they know with a request to vote for junior’s team?  What a great way to virally spread the word of KFC.

The latest email also had a link to printable coupons, the link went directly to the website which required registration to get the coupons, and pre-checked boxes to opt-in to the email program and to save information to eliminate the need to register again to get coupons.  The pre-checked boxes were hard to notice and probably contribute to SPAM complaints.

There was also a link to a YouTube video that promoted KFC’s new Teriyaki Wings. 

It’s safe to assume that a good number of KFC’s subscribers are interested in their menu, but I am left wondering how many of KFC’s subscribers are interested in softball and promotions targeted to a very small group of subscribers.

KFC would be better off finding out what their subscribers are interested in and messaging to them accordingly.

Read More & View Comments

Posted by MindComet on Jul. 18, 2007

In Case You Forgot…

Old Navy started changing things up with their email campaign last week.  Instead of the standard message with a featured item, last week’s message was a sweepstakes announcement.  Old Navy is giving away $800,000 in prizes.  Sweet!

This week’s message is again a refreshing change.  The subject line is: “4 Great Reasons to Shop Old Navy Online!“ 

There aren’t any pictures of their clothing line, but the entire graphical message clicks through to the home page so subscribers can start shopping and reap those benefits immediately.

All of your subscribers may not be aware of all of the benefits that are offered to email subscribers or any customer for that matter.  Kudos to Old Navy for not assuming that everyone know that all orders are $5 to ship, amongst the other benefits that come with shopping online with them.

Changing your approach and sending a different type of message can not only educate and remind, but also reengage your subscribers.

Read More & View Comments

Posted by MindComet on Jul. 17, 2007

Welcome = Warm and Fuzzies

This past weekend a friend told about Roadrunner Sports and their amazing return policy.  In the day and age of signing over birth rights to return almost anything, it’s refreshing to find a company that doesn’t even ask questions.

I checked out their site and peeking out just above the fold in the bottom right corner were the words “Be the First to Know!“.  First to know what? I scrolled down and I found a sign up for their email list. This was really well-placed.  I signed up and was immediately welcomed to the family with an email.

The subject line was “Welcome to the World’s Largest Running Store!“ I could have done without the exclamation point, but the subject line really sets my expectations.  They should have everything a runner needs.

The welcome letter thanked me for subscribing.  I thought this was a really nice touch.  It can make your subscribers feel special if you not only welcome them, but thank them also.  Subscribing to emails is voluntary and can be opted-out of at any time.  It’s nice to know that my subscription was appreciated.

Another aspect of the message were the benefits.  Roadrunner Sports offers a Perfect Fit™ Guarantee.  Shoes can be run in and exchanged within 60 days if they are not the right fit.  Unheard of!

The message also mentions a catalog and brick and mortar store.  I understand these options aren’t always feasible, but let’s face it, some people are still not comfortable shopping online.  If you have other options, be sure to let your subscribers, possibly your most loyal customers, about them.

The final paragraph of the message explains the benefits of signing up for their VIP club.  These benefits include 10% off your purchase and free shipping.  Clicking through on the link provides a detailed list of even more benefits.

I haven’t gotten the warm and fuzzie or even any excitement from a welcome letter in a long time.  It’s a pleasure to get an email that makes me feel like the company is as excited to have me as I am to be a part of their subscriber list.

Read More & View Comments

Posted by MindComet on Jul. 16, 2007

Tracking Effectiveness Offline

How can you track the effectiveness of driving sales from your email marketing campaign if you don’t have an online store?

One way is with a printable coupon.

A local running specialty shop has added an incentive for their subscribers to stop in and purchase a new pair of shoes.  A coupon for 10% off.  With running shoes ranging in price from $80 - $120, it is a significant enough discount to help drive traffic to the physical store.

An idea to grab the attention of subscribers who are only scanning the message would be to add a visual queue like a dotted line or dashed border to signify that it is a coupon. Otherwise, it might be easy to miss.

I’m sure this local shop will never have a huge marketing budget or an online store, but their foray into the email marketing world is admirable. And this strategy should help them grow their business.

Competition in the specialty running space is tough in this town.  There is the old favorite and this new store.  The old favorite also has an email marketing campaign that consists of mainly event reminders.

Saving 10% on a pair of shoes with an email coupon will take some business from the old favorite and it’s an awesome way to track the effectiveness of their small, local email campaign.

Read More & View Comments

Posted by MindComet on Jul. 13, 2007

Another Case for List Segmentation

When I arrived at the office this morning, one of my co-workers had a troubled look on his face.  “What’s wrong?“ I asked.

“I’m forwarding you this email.“ He said.

“I don’t want a purse.“ He continued.

The email he received was from Mulberry, a British design company, mostly known for their well-crafted luxury bags for men and women. 

Once again, an opportunity for list segmentation was missed.  Sure, maybe a gentleman would like to purchase this purse for his girlfriend or wife, but with a price of more than $1,400 US, that gentleman better be sure that his lady friend even likes the bag first.

How delighted would my co-worker have been if the email was about a briefcase or European men’s carry-all.  Instead he felt like the company really didn’t care or wasn’t paying attention to him, a potential customer.

If you are peddling high-ticket items such as $1,400 purse, and even if you’re not, think about your subscribers.  What would they like to receive from you in their inbox?  If you’re not sure, consider asking them.  Your subscribers are more likely to buy, click, or convert if they feel like you are speaking directly to them.

Read More & View Comments

Posted by MindComet on Jul. 12, 2007