Once a year savings creates difficult challenges when designing a long term sale message. And thats my polite way of saying I “f#%&ING hate designing sale emails” Too many sales cause a downward spiral of consumers thinking your a closeout brand and not enough sales create spiderwebs on product in your warehouse.
I mean lets be honest, we all get those (or have seen) crap-tastic Macy’s or K-mart sale emails, but do we have to design like we’re working with MS Paint circa 1990?
Sadly, there is a reason why retailers push terribly designed emails with 50 links all splattered together like it’s a newspaper advertisement for an all you can eat dinner special at Sizzler. It’s because at one point we couldn’t target consumers by email and the best way retailers could do that is by showcasing the entire site navigation on one email. The theory is that if you feature more links it creates a funnel for your consumers to purchase. But in actuality it’s just a ridiculous amount links that helps pinpoint what marketing costs are spent over the selected merchandising divisions. Yep, I said it. And while I’m at it, when retailers are featuring that tank top with feathers on it, it actually means, “man we bought way too many of them and no one is buying, marketing can you feature that product?”
Since the company I’m working with is in an email service provider transition period we had to produce multiple types of emails. To the right this email is a variation on a traditional sales email where we had the traditional plethora of links to make the user choose where they want to shop.
Now at first glance this email looks so similar to the email above this. But I want to point out the differences. Yes, there is a main promotion, with some product below. But look closer, ok you can’t see it. These emails are the future of paying to keep your consumers engaged. These emails will change the way we feature new and old product. It’s a way to show people stuff that they care about and not just stuff. Did that make sense?
OK, one more time. This email is just a mockup of a segmented consumer. We target our consumers with segmented lists & precise algorithms. We build complex custom emails that capture audiences with everything from site cookies to purchase history. The goal is to increase revineu with loyal customers. By sending smarter emails, you’re more likely to increase engagement that will lead to a purchase.
Although these emails require more work when it comes to planning, it's actually a better customer experience and will lead to more customers returning to the site rather than using your site for purely transactional reasons.