In a ‘Survival of the Fittest’ Daily-Deal Market, Smart Email Strategies are Essential
Have good timing. Flash-sale provider HauteLook uses burst email delivery to ensure that every message to its millions of subscribers arrives within the same 10-minute window every day. This enables the retailer to emulate the experience of an offline sample sale, where women line up at the crack of dawn to get the best merchandise. Consistent timing can create a sense of expectation and urgency that dramatically increases open rates, clicks and ultimately revenue.
Don’t blow it at the subject line. One flash-sale company StrongMail looked at was using the subject line of its offers to list every brand name included in the offer. When you have mere seconds to capture consumers’ attention, clarity is essential. Compose subject lines as if you're writing for a billboard on a freeway. If you don't, the only click your email will get is the one that drags it to the trash.
Consider how spacing, bullets and headlines draw attention to the most compelling aspects of your offer. Prominent display of the price and discount percentage brings the value of the deal front and center. Large chunks of copy can also lose your subscriber, so keep it short and snappy.
The days of the deal are far from over, but in an increasingly crowded market deal providers will need to evolve to stand out from the pack. This means staying on top of the best and brightest email marketing strategies.
Kara Trivunovic is senior director of strategic services at StrongMail, a provider of interactive marketing solutions for email marketing and social media. Kara can be reached at email@example.com.