'Free Shipping' Tactic Is Surging in Email
"Free Shipping" have long been magic words to customers' ears, and that offer is especially common in marketing emails looking to get clicks and purchases. Searching Who's Mailing What! and using the "Free Shipping" filter reveals all the emails that use that offer in the subject line or the body of the email.
Looking at the numbers over six-month periods, this tactic has not only remained strong — appearing in over 15 percent of all emails at all times — but actually picked up momentum over the last year. As you can see, "free shipping" was used in over 18 percent of email in January to June of this year, and over 19 percent of email the last six months of 2012 — the latter was a 22 percent increase over the first six months of 2012.
Ethan Boldt is the chief content officer of Direct Marketing IQ, the home of direct marketing research and Who's Mailing What!, where you can track competitors and see the best examples of email and direct mail creative. He can be reached at email@example.com.