1-Click Emails Make Sales and Donations Easy

This political campaign fundraising email allows recipients to donate easily by simply clicking on the donation amount.

After clicking on the donation link in the email, recipients are brought to this landing page to confirm their passwords and the donation.

Amazon doesn't offer one-click purchasing in this email, but it allows recipients to add items to their wishlists with a single click.

Amazon brings email recipients to this landing page after they click to add an item in the email to their wishlists.

When it comes to service, people prefer easy to exceptional. They want to complete their transactions and resolve any issues in the most efficient manner possible. According to a study by the “Harvard Business Review” and Corporate Executive Board, 57 percent of the people who called customer care departments tried to resolve their issues online before making the call. Customers who reported ease in making transactions were four times more likely to be loyal. This is good information for the service team, but how could it apply to the email marketing strategy?

Attention spans are getting shorter every day. Emails have nano-seconds to capture the recipients’ attention long enough to get them opened. Once open, the offer has to be compelling to move people into the buying process. Every click along the way provides an opportunity to abandon the process. Providing one-click links shortens the path from email receipt to order completion reducing opportunities for people to become distracted or change their mind.

The first image in the media player at right is an example of a one-click fundraising email for a political candidate. It began with a salutation followed by a short story and call to action. The email provides five suggested amounts and the option to donate another amount. A click sends the donor to a confirmation page (the second image) to confirm the donation or choose a different amount.

Amazon offers a similar process with their wish list click, which you can see in the third image in the media player. Instead of an option for the one-click buy, the recipient can add the item to a personal wish list. This is the next best thing to a buy because it provides additional information so the recipient can be better targeted for future promotions. The email is crafted to be personal and well-targeted. A brief look at the anatomy reveals:

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  • Denny Hatch

    Nice piece on 1-click ordering. Alas, it may not be that simple.

    On September 28, 1999, Amazon.com was granted U.S. Patent 5,960,411 allowing Jeff Bezos to own all rights to 1-click ordering. 23 days later he filed suit to shut down BarnesAndNoble.com’s “Express Lane” ordering option right in the middle of the holiday shopping season. He got a preliminary injunction and eventually won the case.


    Read Lawrence Lessig’s opinion of this patent. http://www.lessig.org/content/standard/0,1902,8999,00.html

    Any marketer—for-profit or nonprofit—that uses the 1-click option may be subject to the patent trolls of Amazon.com and could wind up with some serious unanticipated expenses.


    Denny Hatch