E-commerce Link: Some of My Favorite Things
Julie Andrews sang about them in The Sound of Music. Oprah had them as an annual event on her show. Now it's time to add Reggie's favorite "email things" to the list. Let's take a look at interesting and unusual approaches to email marketing that could inspire you.
Zappos: How to Amaze and Delight Customers
Shoe e-tailer Zappos is known for its wonderful customer service, with policies such as: Customers who are dissatisfied with a purchase can return merchandize for up to a year, for free. Janine Popick, founder and CEO of Vertical Response, shared an email she received from Zappos that did a lot to cement her relationship with the company. The subject line was, "Whoa Nellie! Have We Got A Surprise For You!" and the email read:
Although you originally ordered 2-day Shipping, we're upgrading the shipping time frame for your order. It will ship out today, so you'll get it even faster than we originally promised! It's kind of like we waved our magic wand!
Please note that this is being done at no additional cost to you. It's our way of saying thanks for being our customer.
Moosejaw: Let Your Customers Hit the Snooze Button
Marketers struggle with the frequency issue. Will too many emails make customers either tune out or unsubscribe? Outdoor gear and clothing supplier Moosejaw Mountaineering uses a tongue-in-cheek approach to its communications, making emails interesting to read and illustrating how the company's marketing is innovative.
The company's email footer shows an example of its irreverent attitude, listing three options: Edit your preferences—Unsubscribe—A picture of a giraffe. And, yes, if you click on "a picture of a giraffe" that's exactly what you see.
But all fun aside, if email recipients click on the unsubscribe button, Moosejaw lets people opt to not receive emails for 30 days—snoozing their email subscriptions instead of a full unsubscribe. The company reports that about 3 percent elect this option rather than unsubscribing.