I receive occasional e-mail offers from Zappos—nothing like the avalanche from Paul Fredrick. But, as with shirts, my only criterion for ordering is size—8EEEE. Like Paul Fredrick, Zappos knows my size. Like Paul Fredrick, Zappos sends me generic offers when, if it wanted to guarantee my opening the e-mail, the following would appear in the subject line: 8EEEE.
Takeaway Points to Consider
- E-commerce offers are easy to personalize to make the customer feel special.
- The subject line should reference some aspect of the customer’s prior buying behavior—like size.
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the online newsletter, Denny Hatch’s Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at email@example.com.