How to promote offers in emails? Retail email marketing
January 17, 2009 1 Comment
After Christmas there are a lot of retailers trying to get rid of excess stock via seasonal sales and offers. One of the best and most cost effective ways to promote their sales and offers is via email to their customer database.
Since the 1st January 2009, I have recevied 22 emails from six retailers (Victoria’s Secret, BlueFly, West Elm, Hayden Harnett, Spoonsister and Club Monaco). The last three retailers only sent one email each, meaning that I have received nearly 2 emails a day from Victoria’s Secret, BlueFly and West Elm combined (see screen grab below).
BlueFly have sent an email a day since the start of the year, promoting their offers. Personally, I think this is too many and represents that they are seperate to get rid of stock. Every email subject line contains offer information and time related (urgency) messages, while the images used in the email relate to the offer promoted in the subject line (see screen grabs below). Each email is different, which could reduce the creative/offer wear out.
Victoria’s Secret have sent fewer emails than BlueFly, but the offers they are promoting are the same: Special Shipping Offer Online and The Semi-Annual Sale. The elements that change with these emails are the hero image (see screen grabs below).
West Elm’s email is used to promote more than one of their offers/promotions (see screen grabs).
I think the best email marketer is BlueFly – even though the frequency is high, the offer and email changes every time it’s sent. Their email header (above the navigation) combines everything an email needs to ensure that it is seen/received: safe list promotion, option for reading on a mobile device and HTML image viewing.
I would love to know what the unsubscribe, open and click through rates are for BlueFly. Stay tuned, I will try to investigate.
- Consistency with usual templates – this is best for managing user expectations. They know what will be in the email and where it directs them through to.
- Subject line to hero the promotion – the subject line needs to hero the offer, particularly if the frequency of emails is going to increase.
- Include offer time limits – by including time limits on the offers, it creates a sense of urgency. BlueFly to this particularly well. The time limits don’t need to be consistent. They can be a combination of days, hours, weeks and one offs.
RELATED BLOG POSTS
- What are email marketing best practices?
- How to ensure subscribers see HTML emails?
- What & when retailers send emails? Tesco, Coles & ALDI
- Coles Supermarket – great email communications & templates