1-Click Emails Make Sales and Donations Easy
- The recommendations are chosen specifically for the recipient. Having my name in the first line shows that it isn't a phishing email.
- Personalizing the message increases responsiveness. The letter begins by asking if I am looking for something in the fountains department. I chuckled when I read it because they know for a fact that I was looking for an automatic watering bowl. Two weeks earlier I spent an hour searching their site for one.
- Clicking on the "Learn More" button opens the item page so you can review it in more depth. Interestingly, the first item presented in the email is the one where I spent the most time in my search.
- The "Wish List" button opens a confirmation page (the fourth image) to verify that you want the item added to your wish list.
- The item title is clickable. It opens the same page as the "Learn More" button.
The Amazon email provides multiple ways to enter the buying process. Adding a "1-Click" option to buy would make it even easier to complete the transaction.
Making things easier for your customers or donors may improve their responsiveness. Here are some tips for testing it:
- Count the number of clicks required from the initial click-through link to completion of order. Redefine the path to eliminate any extraneous steps. (This should be done for every email.)
- Provide enough details in the email for recipients to make a decision.
- Follow Amazon's lead and offer multiple options so people are choosing between more information and buy now instead of buy now or not at all.
- When reviewing results pay close attention to where people are abandoning the buying process. Test different options to find the best ones for moving them forward.
- Always provide a custom confirmation page.