Email newsletters are a fantastic marketing tool if you use them properly. I signed up for email newsletters from the sites I shop at just to see how they promote their products and I’ve noticed a lot of good and bad things. Here are a few good and bad email newsletter ideas I’d like to share with you.
The Bad – Mismatched Promos
You would expect a huge site like Amazon, with their complex algorithm and all, to come up with lots of good newsletter promos and you would be right. However, they don’t always get it right. For example, I just received this promo in their latest newsletter.
Now, I know what you’re thinking but I can honestly tell you that I didn’t trigger this promo by browsing for ladies shoes and handbags while I was logged in to my Amazon account. I only do that when I’m not logged in. I’m just pulling your leg there. 😉
Anyway, what I’m trying to get at is that sending customers information they don’t want or are not interested in is a good way to drive customers away, get them to unsubscribe or mark your newsletters as spam.
You want to do a bit of homework before you send out your newsletters, especially the ones with promos. You need to keep them targeted to improve conversion rates. If you can get them to click on the promo link, that’s already a good job done. It means you’ve attracted their attention with something they are interested in. After that, it’s down to the your category or product pages to do pique the interest of the shopper.
The Good – Engaging Customers With Special Invites
Speaking of attracting attention, here’s another newsletter for an online sports store.
I signed up, of course. After all, who does not want to be notified about a massive sale?
This type of exclusive invitation is also a good way to engage customers and keep them interested when you do not have anything interesting going on.
The Bad – Giving False Hope
A couple of sites have sent me newsletters that hit the nail on the head. They raised my hopes really high only to have it crashing down to earth moments later when I try to make a purchase. That’s when I was told that they the product is out of stock or the seller does not ship to my location. The latter is common with Amazon, for me. That’s really bad UX (that’s Google talk for user experience).
If you want to sell something to someone, you have to make sure it is in stock and that you can ship it to them. Otherwise, there is no point enticing them with a juicy promo.
The Good – Product Reviews
A product review is another great way to promote a product. Of course it depends on the product. Items like dresses do not require products reviews.
Niche products like race shoes, minimalist shoes, triathlon bikes, sunglasses for racing and tactical gear make good subjects for newsletter product reviews. That’s because people who buy these type of products are more interested in the specs rather than the actual look of the products. Just look at the image below to see what I mean.
No ordinary shopper would seriously consider buying these shoes for their looks. These babies are really niche specific. Btw, I own the pair on the right and I’ve gotten heat for it since the day I bought it. They’re the brightest but not the ugliest pair I own.
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