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Modern Email Marketing

Email Marketing is Simple

It’s easy to make better email copy. But it has to be done with a bit of enthusiasm and vision, such as being tied into a strong sales drive.

Whilst that one is up to you, producing email content with maximal impact is quite easy.

A great source for tips is your own inbox, and one of the best at it, is Amazon.

Email Marketing is Simple

Once you’ve signed up to Amazon you will get marketing emails coming through. Pay attention to their subject lines and content.

Amazon has made a thing of combining:

  • sales drives with email campaigns
  • and you will see from this that they do simple things to get the best results.
  • Firstly, Amazon drives additional interest with sale days.
  • It then promotes these by email and the subject line of the email will have the sales day in it.

For example here is one in my inbox;

email by amazon

So the first thing is the date. Next is the actual subject and what is being offered. They are fishing after all, so there is bait to hook us in. Then a little bit of spurious extra call to action;

August 18–Electronics Deals–New deals every hour

I think the rest of the email is quite good. But it’s quite busy. There is quite a lot of options where to go. In my opinion it should just be electronics deals or my home page as options.

The link to electronics deals is almost lost on the background. Above the logo and is in a very small font. However the image itself is clickable and takes you to the subject you expect.

Here the landing page has a matching image. There is theme continuity and it is straightforward and to the point.

It contains the relevant sales calls to actions. The offer bait mentioned in the email. Then products with both the discount and the time limit. The Time is not only listed under each product, but themes in with the beginning of the email subject line. This triggers urgency and gets better engagement.

amazon email landing page

It is a simple process for Amazon to do this. Apart from the back-end cleverness which goes into listing products and the rotating offers every hour.

Since I haven’t been shopping for electronics then this is probably just a standard email list to all customers. No complicated segmentation.

The offers too are not targeted in any way (a Hercules DJ controller anyone?). They only want you enchanted by what might come up next and impulse buy.

Their philosophy is to drive engagement with rotating and regular ‘sales days’ . Events and push these through as ‘value-added’ sales propositions to users inboxes.

The philosophy with very regular email e-shot is to have new information each time.

Also,  create the perception you are adding something useful or else the user base will shrink as people click ‘unsubscribe’.

It’s not likely you will irritate recipients with excess emails. If you are offering something that is competitive. Part of Amazons current strategy is to keep things fresh and constantly tempt users back. It’s an old fashioned periodic store sale approach.

But Amazon has taken the idea further. They have invented a special sales day that resembles Black Friday in the US.

It is called Amazon Prime Day and they are keen to promote it as an annual ‘holiday’. The idea is to promote both Amazon and it’s value-added package called Prime with offers.

It’s extremely simple and it is actually working for Amazon. The day is becoming known and the company recorded a 93% sales surge after this event. I signed up for Amazons trial Prime offer. I was not impressed by what you would have got if you paid.

However it’s these extra services that make the most profit:

  • like extended warranties,
  • or the extra batteries or cables they try to add to your purchase at the checkout.

So, create sales event ideas (“engagement themes” if you will). Put sales events in your sales calendar. Then theme your website landing page to your media and make sure you get your themed ads and emails out just before. Repeat.

It’s a simple strategy to make the most of your audience. Of course, stores have always done this. In the past a sale might have been advertised on radio or with fliers and throughout the store.

The sales event works the same way as effective email campaigns, you have to offer something.

The discounts or freebies (rewards) you might offer are an investment for future loyalty and repeat custom, and regular email marketing is mainly about repeat custom.

If you need any help with increasing your digital activities or more tips on Email Marketing or on how to make more opportunities for your business, then please get in contact with us here at Network Intellect.

 Please get in contact with us here at Network Intellect

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