Zenni Optical Focuses on Customer Engagement
OK, I’ll admit I’m a little bit stubborn when it comes to trying something new, like buying eyewear online. A handful of my friends had shown off the specs they bought from Zenni Optical, the online retailer of eyewear, so I briefly checked out its website and signed up for its email program.
But for six months, despite the good word-of-mouth, one email after another piled up in my inbox, and I didn’t act on them. After all, I thought, I don't need to buy glasses, so why even bother looking? The subject line for Zenni Optical's most recent email, however, “How Do We Do It?,” reminded me of one of the objections I had to buying. So I opened the email and started a journey that demonstrates how Zenni Optical engages prospects to drive sales. Check out the slideshow below for a breakdown of the email.