Love Is in the Wires: Newegg Woos Customers With 2 Emails
Recently, I built my own home computer. As a part of the journey, I shopped around, buying different components from several online and physical stores, wherever they could be had at the most competitive price. One of those sites — Newegg.com — had some fantastic deals for me, so I signed up for their mailing list. I'm not sure I was expecting the volume of two or three emails a day, but I appreciate the sentiment.
On back-to-back days this week, I got emails with somewhat of a Valentine's Day theme, but in different manifestations. The first features an in-your-face heart graphic and lovey-dovey message, while the other is more reserved, for those of us who might be celebrating Singles Awareness Day instead.
Because Newegg was already mailing at such a high frequency, they didn't need to stop and think about which message would perform best, or bother to A/B test — they just sent both! Wisely, they understood that like all of their emails, it's six of one, half dozen of the other. Some of their list will respond well to the giant red heart stuffed in their faces, while a completely different segment will love the "treat yourself" message of the more reserved piece.
Either way: They know customers are getting to their site, and buying parts. Making the customer feel loved — whether its boldly or more tenderly — will probably be reflected when it's time to throw away the candy boxes and crunch the numbers behind this campaign.
Jeremy Zimmerman is the Editorial Assistant at Direct Marketing IQ. Reach him at email@example.com.