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Famous Last Words : Size Matters

February 2009 By Denny Hatch
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Zappos.com is the smartest e-merchant I know. I am a regular customer. As with my shirts, my shoes are also a weird size: 8EEEE. Data-enter that size into Zappos’ site search and you face the astonishing choice of 236 SKUs. No other inventory in the world can come close to that of Zappos. The prices are right, and it has an unbeatable guarantee: “Free Shipping and Free 365 Day Returns.”

I receive occasional e-mail offers from Zappos—nothing like the avalanche from Paul Fredrick. But, as with shirts, my only criterion for ordering is size—8EEEE. Like Paul Fredrick, Zappos knows my size. Like Paul Fredrick, Zappos sends me generic offers when, if it wanted to guarantee my opening the e-mail, the following would appear in the subject line: 8EEEE.

Size matters.

Takeaway Points to Consider

  • E-commerce offers are easy to personalize to make the customer feel special.
  • The subject line should reference some aspect of the customer’s prior buying behavior—like size.

Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the online newsletter, Denny Hatch’s Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.


 

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FROM THE BOOKSTORE

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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