What else could Apple be doing in their emails?

As a summary to my review of Apple’s email marketing, there is really only one thing to look at: what else should Apple be doing with their email communications? Overall, like everything Apple does, it works. It is clean, simple and effective.

There really aren’t too many other things they should be doing. I have thought of three things they could be doing more of:

  1. Bundling: Apple have got their product emails sorted, they are clean and very focused, but there is a huge opportunity for bundling. They have started this with the latest uni newsletter. However, they can be doing this with so much more.
  2. Asking questions: Apple have never sent me a survey or asked me how I want to interact with them. I’m getting a combination of messages: software, product and event. I’m happy to receive all types, but they are all dry messages. I want something more. More content or more relevance to help me expand my knowledge.
  3. Tailor content: They know what products I have, but the messaging isn’t relevant to this, ie upgrade messaging rather than buy. Where is the accessories push or up-sell in all of these emails?

The common theme throughout these additions is the data smarts and intelligence. There really aren’t many companies getting that right within this space. Victoria Secret‘s and the other US retailers (Bluefly, GAP) are really pioneering the way. They are able to determine your site activity and marry it back to your data and actions, ie if you leave something in the shopping cart on their site, you get an email letting you know it is still there for a limited time.

Most companies think a blanket email (one email for all customers) is enough. With email being so cheap it means you can test things and really understand what works for consumers. The ideal would be to use email as a test bed before any of the above the line communications goes out. Similar to search, it gives you the opportunity to test real-time what is working with your customers before rolling it out with a bigger budget.

Due to the financial opportunity, I wonder if companies will start to realise this and place more importance on communicating to the customers they already have and using them as a test case before spending millions and millions of dollars on media and creative.



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