MindComet

Using Current Events as Part of Email Strategy

Election day is here and marketers are taking advantage which started with offering free coffee or doughnuts to those that voted, which was short lived due to legal ramifications to email marketers tweaking their email messages to include election related key words such as the word “Vote” in subject lines to capture readers attention. 

A few that made it to my inbox that included the keyword “vote” in the subject line were from:

From: Zazzle.com
Subject Line: Vote! Plus $3 off shirts at Zazzle - Ends today
(Just as the polls will close today, so does your chance at getting $3 off)

From: Ann Taylor LOFT
Subject Line: Vote for Great Style: 25% OFF Dresses, Skirts & Work Essentials - Online Only
(Targeting online shoppers, opposed to creating an sense of urgency as Zazzle is doing)

From: SportsAuthority.com
Subject Line: Sports Authority Election Sale The Winner Is You Tonight Only
(Emphasizing online shopping only, a discount and the time (9pm election night - tomorrow at 8am EST) so while we are all waiting for the polls to close and hear who our next President will be, why not kill some time by shopping online)

From: Lands’ End
Subject Line: Free Shipping gets our vote - no minimum order
(Highlighting free shipping, election day only)

From: dELiA*s
Subject Line: You Voted! Shop Our Best Sellers + Free Shipping
(Not sure how they know I voted but since I did, they are giving me easy access to view their best selling items and take advantage of free shipping on orders over $25)

All of the above retail email campaigns leveraged something slightly different in their marketing messages yet all focused on the keyword “vote” in the subject line.  If you had to vote for which campaign would perform the best in regards to sales conversions (assuming that is the overall goal for each message, which would you give your vote to?

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Posted by MindComet on Nov. 04, 2008

Bath and Body Works Email Strategy

I visit Bath and Body Works about twice a year when they have their semi annual sales going on. Its hard enough for me giving out my phone number when stores ask for it, however realize that they aren’t just going to start calling me, lets hope not at least. In addition to the phone number they ask for my email as well and its more of a convenience factor for me to say “no thanks,“ to just get out of the store opposed opposed to wondering what type of extra deals I may receive.

I was reading an article the other day on their email program and found out they have over 10 million addresses, crazy right?! So then I had to do some digging on what makes their email strategy so successful. I went to their site to sign up and they are giving away one of my favorite lip glosses free, limited time offer of course, just for signing up. So I did.

The article mentioned that people that signed up would receive the free lip gloss promo in their inbox and then have to take it into the store to receive, smart thinking.  Typically welcome messages are sent immediately or within a week of signing up depending on the opt in process.  Bath and Body Works highlights that the first message I’ll receive will be within one week.  I’ll be interested to see what happens, whether I made it in time for the limited time offer or if Ill just receive a standard welcome message.

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Posted by MindComet on Aug. 17, 2007