I have written about effective email marketing and what I would do if I was in charge of an organization’s email campaigns. A bad email can hurt the customer experience,while a good email can totally make it.
I have started receiving a great example of a group that does it very well, President’s choice. I shop there several times a month and they email me offers every week.
What makes this email so effect is
- It is tailored to me. They know what I purchase on a regular basis and so they market to me!
As Seth Godin once said, “I don’t want email, I want me-mail!” In this case they are using my own purchasing habits to get me to come back to the store. They know I have a cat, so they offer me cat litter. They know I always buy bananas so they offer me bananas. They know I occasionally buy cookies, so they offer me cookies. - They are testing products I have not purchased before. The “Bonus Offer” might just be a mass effort or it might be actual individualized testing, either way it is an effective test. Personally I will not buy canned soup. It doesn’t interest me. However they will be able to judge how many of their customers are interested or whether or not to make me the same offer.
- I have to do something. I have to load the offers to my card. Yes, it is just a click, however it is still engagement and measurable. By loading the card they can measure how many of their email work, otherwise what are they going to measure if they automatically loaded my card? I am not going to click through to see the product page on zucchini.