11 Main's Email Program Changes for the Better
You might think that being backed by China’s biggest online seller, Alibaba, would have helped B-to-C e-commerce website 11 Main develop a broader email marketing strategy before ramping up operations. After all, Alibaba's gigantic IPO last September generated a lot of media attention as the retailer moved into the U.S. market. You would be wrong, however. Almost without exception, 11 Main's emails over the first few months following its U.S. debut have featured the same copy and images to get shoppers to its website.
Last week, 11 Main sent an email that used a very different approach to get shoppers to sit up and take notice. Entering a mature marketplace with well-entrenched competitors like Amazon.com and eBay, 11 Main had to up its game and stand out in the inbox. Please check out the slideshow below for a look at how this new campaign contrasts with those that preceded it.
Paul Bobnak is the research/content director for Direct Marketing IQ. He's also the archivist at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and email in the world. Paul can be reached at email@example.com.