Pearl Izumi’s Email Helps Keep Customers Active
To keep more of your customers reading and clicking, as this email shows, you need to give them control.
Mailer Name: Pearl Izumi
Date Emailed: November 2, 2016
Long known for its cycling apparel, Pearl Izumi also sells performance clothing for other sports. This email, though, is atypical for what it usually sends out. “Get the emails you want,” the subject line teases. The pre-header explains a bit more: “More of what you like, none of what you don't.”
The top of the email’s HTML makes a request: “LET’S GET SPECIFIC.” “Get more of what YOU want,” it advises. The customer is directed to click on the centered button. On the company’s website, the customer can update their email preferences.
Besides disclosing their gender, they can also segment their offers by the type of sport(s) that interest them the most. And, the preference page provides alternatives for the types of efforts they wish to receive. Besides new products, other choices include promotions for company events and sponsored athletes.
Even if you let customers set their preferences early on, go back to them occasionally to be sure they’re still happy.