[Editor’s note: This is the final "link" in a 10-part series. The first, Do You Have Broken Links?, appeared on Mar. 23. Please see the RELATED sidebar at left for more of the series.]
We looked at eight email messages during February 2012, which covered a wide range of products and services. We found some really great examples of well-done customer acquisition chains (CACs). There are lots of great ideas within these CACs that might inspire you!
Email No. 1: Popcorn Factory Valentine’s Day promotion. Link: (See hyperlink). The email promoted a popcorn heart for $4.99 delivered, plus a 20 percent off coupon. Clicking the link took us to a page on PopcornFactory.com that had the same offer and also the same photograph that was used in the email, creating instant recognition. This is perfectly executed CAC. The paid search was a little lacking, as it appears that Popcorn Factory is not bidding on several relevant terms.
Email No. 2: 1-800-Flowers.com Valentine’s Day tulip promotion. Link: (See hyperlink). The email promoted 30 tulips for $30, a 40 percent savings. The link took us right to a page where we could place an order without further clicking to another page–a good best practice. When we searched on “valentines day tulips,” we found that 1-800-Flowers.com was indeed bidding on that term, but didn't show the tulips–which would have been more relevant. Other than that, it’s well done CAC.
Email No. 3: Bloomingdales “Rave Reviews” promotion. Link: (See hyperlink). The email promotes the most popular handbags of the season with a nice touch: short customer testimonials about each bag featured. The link takes us to a page with 92 of Bloomingdale’s best-selling handbags. If you love handbags, this winning CAC leads you to handbag heaven.
Email No. 4: Hello Direct “Hands Free and Ticket Free” promotion. Link:
(See hyperlink). The email features JABRA wireless headsets, appealing to consumers to drive hands free so that they don’t get ticketed. In a good CAC example, the link takes us right to the page where this product is sold, which includes a video, specs and everything you need to know to make a decision. “Add to cart” is right there, completing the chain.