In episode number three, we get into email marketing, specifically, welcome discount emails.
Erin talks with us about the emails she received while shopping for what she says every girl is looking for - the perfect pair of jeans.
She shopped Levi’s, 7 For All Mankind, and Rag & Bone before deciding to go with a pair from 7FAM.
The emails didn’t affect her decision actually. To her, signing up to get a discount is just part of the shopping process.
However, she told me something about these emails that I have been hearing from a lot of customers - brands push for information too much too early in their emails.
She just wanted the discount - something she has come to expect - and giving up more info or creating an account is something she is willing to do ONLY after she likes the product.
I think that as marketers, we get excited and want too many things at once. We want to capture their email, get some quiz answers, have them sign up for an account.
Anything we think will bring them closer to checkout.
But does that actually help anything? help us? help the customer?
Doubtful… and with all the technology at our disposal, we can end like an annoying shopkeeper hovering over a customer as they browse.
Email is too important of a channel for ecommerce brands to mess it up trying to pile on too much.
The brands that Erin talks about all do a great job with their emails. But she points out that their is room for improvement.
And I think it should be noted - especially if you are new or worry too much over your emails - even these big, amazing brands are always learning and improving.
As for my own take…
I signed up for the same emails as Erin, and I liked Rag & Bone’s approach the best:
I signed up for the same emails as Erin, and I liked Rag & Bone’s approach the best:
Entered email in pop up
Received a discount code on the same pop up
Discount code displayed on the announcements bar as I shopped
Discount code still there when I returned a day later
Nicely done, Rag & Bone.
This is the definition of frictionless. I can easily use this code without having to go back and forth to my inbox.
Levi’s is a good standard for a discount email, but as Erin says, asking to register for “customized benefits” was too forward for a welcome email.
And, unlike the other two, there is exactly 1 email in my inbox from Levi’s. I like that. I am not bombarded with 3 emails within 4 hours… that was overkill.
7FAM’s email was good too. Pretty much what you would expect from a fashion brand. Minimal. Classy.
Erin didn’t think the copy pushed the needle any further for herself, but she thought it was par for the course for fashion.
Hope that gives you some inspiration for your own email efforts.
If there is a brand who you think does exceptionally well with their emails, leave it in the comments!
Cheers
- Jason