You may think you’re trying to sell your products or service in your emails.
Some people would say you’re wrong.
You never actually complete a sale in an email – that happens on your web site. So your email, they say, should sell a click to your site (slide 31). Then on your site, you can talk details like price to sell the product.
Jay, whom you may have met in a webinar, disagrees. He much prefers prices listed right within emails. Then he can weigh all his options without clicking anywhere for more information.
So… should you list prices in your emails or not? Let’s discuss this.
They Say: Entice Now, Sell Later
When people check their email, they have dozens of things on their mind. To get a reaction from them, your email needs to be irresistible.
It needs to paint an alluring picture. To make them want your product so badly, they can’t look away, and they’re itching to click through and find out how to get it.
Talking price would break the spell.
This may sound fantastical, but it’s got a practical benefit: back on your site, you have plenty of room to counteract any negative reaction someone may have to the price. See for yourself:
In their emails, French Connection creates a desire to buy without alluding to price at all. Back on their site, they keep selling readers on the product for at least one (and up to three) pages before mentioning the cost.
Finally, when they do list the price, they counter it with the idea of owning the entire coordinated outfit and a feeling of urgency that, if the jacket isn’t sold out yet, it may be soon.
Jay Says: Present Your Price As Soon As Possible
Some consumers, like Jay, are tougher sells. They’re not as entranced by the spell you’ve woven. These tougher consumers believe there’s always a flip side, and they don’t want to spend their time clicking around to find out what it is.
So, seeing no price, they shrug and delete your email. Then they go respond to messages with prices displayed, like this one from Tiger Direct.
“If I’m going to buy something, I’ve already done the research as to what it is, and now I just want to know where I can get it and for how much,” he says.
Whether or not you include prices in your email depends on two things:
1. Your audience. Every business attracts a different kind of following. Does your readers want to be swept off their feet and trust you to tell them what’s worth buying? Or are they more cynical and want their information up front?
Maybe you have an audience of bargain-hunters, for whom a good price is paramount. Or maybe for your readers, price is no object as long as they’re getting the best.
2. Your brand image. Do you compete on price? Or do you have well-established competitors who sell cheaper, but can’t match the quality you provide?
If you’re not sure how your readers feel or what exactly you’re competing on, you can always run a split test to find out.
Either Way, Send Value
This doesn’t just mean 15%-off offers – those are a dime a dozen. It means being helpful. Not just promoting products your subscribers just might want, but truly anticipating their needs and concerns, then thoroughly meeting them.
For example, this email from retailer Dorothy Perkins not only presents two outfit ideas for each pair of trousers, it explains what you’d wear the outfits for.
And here, Uncommon Goods‘ message (very creative for an HTML retail email) starts with the problem, then offers products as fun solutions.
What’s Your Price Preference?
Do you list prices in your emails? Do you feel that helps you sell more products?
Or do you keep mum about money ’til you’ve got your readers on your site?
Read "Should You Put Prices In Marketing Emails?"
It’s every email marketer’s challenge: creating just the kind of messages that subscribers will enjoy and respond to.
The straightforward solution is simply asking each subscriber what they’d like to receive.
Asking at sign up can make your form too long and off-putting. So ask for preferences in an email survey instead.
You’ve seen how surveys can help you deliver more targeted email campaigns, now here’s a nuts-and-bolts look at how to set it up.
Survey Says: Put a Little Work In Now…
Setting up an email survey is going to take a few minutes. But we do mean it when we say few – it’s not complicated. Plus, do it once and you’ll get answers from subscribers forever! Here’s how:
3. Don’t worry about tracking visits to those pages yourself – our system will do it. Just toss our email analytics onto each page, and you’re good to go.
4. You’ll want to make sure to get these answers from every subscriber possible. So copy the HTML of your broadcast into a follow up message so future subscribers can choose their preferences as well. Remember, the earlier you set the message in the follow up sequence, the sooner each subscriber will get emails customized to their preferences.
5. Ready? Send out your broadcast! Now next time you send an email, you’ll have data to segment by. Make sure the message goes to the right group: just search your subscribers by “web page visited,” choose the page related to the right group and send to that segment!
(And if you’re not sending this as a follow up, you can use your broadcast’s QuickStats for even easier segmentation!)
Survey Says: It’ll Pay Off Later!
You can use that to send custom versions of your emails out to the different segments you’ve found with your survey. You’ll be able to customize your emails according to…
…who wants only coupons and sales offers, and who wants all your emails no matter what they are
…who wants updates on a specific topic, and who’d rather not hear about it
…who wants weekly emails, and who only wants to hear from you monthly
And Survey Always Says Thank You!
You may have noticed that every time a survey participant clicks on an answer, they’ll be taken to a new page.
This gives you an opportunity to thank people for answering. Also, confirm that you’ve noticed their preferences – they’ll be getting your emails their way from now on!
What Would Your Survey Say?
Surveys let you gather lots of data to segment by. You’ll also get a look at your list’s interests and habits as a whole.
What sort of information should an email marketer ask for from their subscribers? What would you ask for?
Tell us in the comments!
Read "Create Surveys to Segment Your Subscribers: 5 Steps"
Does it really matter if you schedule your emails for specific days and times?
Some marketers think so. Others don’t. You can certainly peruse your reports for days and times that draw good response in your own campaign. But what if you don’t find anything conclusive?
To help you figure out your scheduling strategy, we took a look at when some of the Big Guys send. Do any of their approaches work for you?
Newegg sends on weekdays, two or three times a week. With the exception of some (strategically planned?) Black Friday emails, they send between midnight and 8 every morning – perfect timing for pitching their electronics and digital products to the 9-5 techie crowd.
Weekday morning sends can also work for promoting office supplies and industry equipment or sharing job postings.
The Container Store, before mid-June, sent with haphazard timing. Since then, they’ve sent every Friday afternoon. Their emails arrive just as their readers’ focus is shifting from the work week to managing life at home – a good time to suggest containers that can help one do so.
Friday afternoons can be ideal for sending emails about local events, home remodeling tools, concerts, art shows – anything useful for planning weekend activities.
Several Times a Day
Such a high frequency can work for limited-time offers or for sending out updates during an event. But be careful with this frequency. You’ll need to provide a lot of value for subscribers to put up with two or more emails in a day.
(Almost) Every Day
Yoga Journal sends Tuesday through Sunday. On Mondays, people are busy digging out from work accumulated over the weekend. After they’ve caught up, YJ sends them a new idea to try in their spare time each day, whether it’s a backbend to battle fatigue or creating yogic space with natural materials.
Subscribers who are counting down to an event or working their way toward a goal may appreciate a daily (or almost-daily) nudge. Whether to skip a day of the week depends on your readers, so check your open rates to see if it makes sense for your campaign.
At Lunch Time
Other ideal lunchtime content might be lighthearted news reports, quick tips or advice, daily inspiration or hobby-related digests. Who doesn’t want something fun and uplifting to read while they chomp?
As News Breaks
Immediate emails could work well in fast-paced industry, with alerts for software releases, real estate listings and the like? The immediate timing assures readers that they’re the first to get the scoop.
To Schedule or Not to Schedule
While these brands send at specific times, other big names, like Bed Bath and Beyond and CVS, don’t. Their content may not be time-specific. Or maybe they trust their emails to bring in clicks morning, noon or night.
What about your own campaign? Do any of these strategies fit? Or would you send at an opposite time to stand out?
Also, consider your subscribers’ schedules. Do they work weekdays, 9-5? Are they freelancers? College students? Retired?
Do You Already Time Your Emails?
If you do, how did you decide when to send? We realize you might not want to give up all your secrets, but we (and your fellow marketers!) appreciate any details you’re willing to share below!
Read "Email Timing: A Look At 6 Marketers"
They want easier lives. They want to be entertained. They want their struggles extinguished and their problems solved.
This, then, is how you sell to them with email marketing: solve those problems. Stamp out those struggles.
Focus on meeting people’s needs in a way that positions your product or service as their solution. In other words, do what these eight marketers did.
These businesses had jackets, tickets, and memberships to sell. But they knew better than to just send a message saying, “Stuff on Sale!” Instead of stuff, they sold:
Every morning, most women, many men, nearly every girl and even a handful of boys stand in front of their mirrors and demand, “What should I wear today?”
Usually, the mirror doesn’t answer back. So Neiman Marcus did instead.
With five new outfit ideas, shoppers need to find a way to recreate the looks themselves. And since they’re already on the Neiman Marcus site…
Instead of tickets, Brooks & Dunn present something fun to do with your pals. They even offer free tickets (and a party bus!) to one lucky winner.
You don’t necessarily need a giveaway (though they’re a great way to ramp up interest). The key here: if you’re selling an experience, keep the focus off the fees and on the fun.
With the subject line “Could you use more time?”, The Container Store pretty much guaranteed themselves a high open rate.
Find a way to grant your subscribers that most precious of commodities, and they’ll not only want to click the “buy” button, they’ll be grateful to.
The Motorcycles Only newsletter shares pro riding tips so bikers can talk the talk with the biggest and the toughest.
The best part? The email doesn’t actually give the answer – it explains the question further, then leads readers back to the site!
Harry & David sells pre-assembled gifts, delivered straight to the recipient. It’s a perfect holiday option for busy families.
And since happy kids make happy parents, H&D threw in an activity for the little ones – with a prize designed to promote their signature product.
REI had GPS units to sell, so they repackaged them as opportunities to “Navigate With Confidence.”
And the rest of the subject line promises “Easy-to-Use GPS Units.” Not only is your journey safe (your GPS will keep you on the beaten path) it’s also easy – perfectly manageable for the everyday consumer.
Giggle knows that parents worry when their tots embark on a liquid diet or a three-month PBJ binge. especially with childhood obesity rates burgeoning in some areas of the globe.
With their “healthy eaters” broadcast, Giggle offers not only the products that can help, but suggestions for how to use them.
Try It Yourself
The key to selling solutions is first finding out what your subscribers want, then figuring out how your products can deliver it. Ask yourself:
1. “What do I have?” Make a list of your assets – long weekend hours, quirky salespeople, an overstock of flat irons.
2. “What do they need?” Consider basic human needs – safety, friendship, freedom. Then ask what your customer base wants – foolproof site editing, ways to impress their coworkers, a good night’s sleep?
Now match them up. And when you’re ready to make the sale, remember to explain what buyers will really be getting!
Read "Do You Market Solutions, Or Just Stuff?"
Email segmentation is a funny thing.
Used well, it’s one of those little extras that separates professional email marketing campaigns from disparate sequences of “spray and pray” messages. It gets more of the right message to the right people at the right time, and it amplifies your response.
Used poorly or mistakenly, however, it can amplify the wrong kind of response.
A pair of emails I received the other day demonstrate this and give us a chance to see how we can respond to our own segmentation mistakes.
Let’s have a look…
Borders “Store Closing” Email
Below is an email I received from Borders advertising 40% off due to a store closing:
This is a nice way to tell Sacramento area customers about a chance to pick up some books on the cheap. As a sender, you could reasonably expect an amplified response rate to this email, since you’re targeting people near that store who have likely shopped there before.
Thing is, I don’t live in Sacramento. Or California. Or West of the Mississippi. Borders sent the email to all subscribers.
From a technical standpoint, this email is just a segmentation “whoops.” Borders meant to send it only to subscribers in the Sacramento area. It’s embarrassing and they probably lost some subscribers (in this case, the mis-segmentation likely amplified their unsubscribes and complaint rate).
Next Up: The “Correction” Email
A couple hours later, this email shows up:
This “correction” email makes sure I know that I can’t take 40% off any products unless I go to the Sacramento store.
From a technical standpoint, Borders “corrected” their mistake. Might have lost a few more subscribers who didn’t see the first email, but so it goes. There was nothing else they could have done, right?
The “Technical Whoops” From the Subscriber’s View
Like any other “whoops” you might make, a poor segmentation can negatively affect customers’ perception of your business. It can dissolve the relationship you’ve worked to build with them.
Mistakes – or rather, your response to them – can also strengthen that relationship. And this is the real lesson from Borders’ example.
Borders saw their mistake and immediately went into “damage control” mode. Evidently they feared customers were going to show up to all Borders stores and demand 40% off, which confused store employees were unlikely to honor.
In doing that, they missed a HUGE marketing opportunity.
See, as a subscriber, the “whoops” email pointed out that someone else was getting a better deal than me.
And all the correction email did was re-emphasize that comparatively, I was getting a raw deal (Borders even included the body of the original email in the correction – really driving the point home).
While leaving well enough alone may not have been the best option, I’m fairly certain it was a better one than inciting subscriber jealousy. (After all, aren’t subscribers likely to take a cue from man’s best friend and resent the unfairness?)
Would it really have been so hard to give all subscribers a coupon for 40% off of one item?
It’s not like they haven’t done it before – here’s an email they sent me about a week before the store closing one:
Talk about a great opportunity to present an offer with legitimate urgency: “We screwed up, here’s a coupon for just as much off as the Sacramento folks got – but it’s only good until the Sacramento store closes on January 3rd!”
Lessons: What To Do When Segmentation Goes Wrong
- Decide Whether To Do Anything.
Yes, mis-segmentation is bad. But does sending a “correction” email make it better? If not, does any email make it better?
If not, you may be better off not sending one at all, and just moving on.
- Fess Up.
If subscribers are aware that something’s amiss (even if they’re not quite sure what), own up to what happened.
Remember, you’re trying to build a relationship with subscribers. You need their trust. Honesty goes a long way toward getting it.
- Make Lemonade.
Look for opportunities to turn your mistake into everyone’s gain.
|Know someone who would benefit from this? Share it with them!|
Read "Segmentation Screwups: How Do You Recover?"
These are all groups of people you can target to make your email marketing more effective, and I do strongly recommend thinking about how you can make your campaigns more relevant through segmentation.
But if you’re a believer in the idea that a customer is more likely to buy from you again than a prospect is to buy from you once, you’ll want to pay special attention to today’s tip:
It’s Time To Segment Customers
You’ve worked hard to get subscribers to the point that they’re willing to make a purchase from you. Why not build on that initial success?
By segmenting customers, you can:
- Reward them for their loyalty
- Drive repeat purchases
- Encourage them to refer new business to you
(I’m sure you have a few other ideas on emailing customers – share them below!)
How to Segment Customers
Once you’ve done that, you have 2 options:
- Use web page tracking.
We’ll track which pages of your site subscribers go to. You simply need to look for whether or not subscribers land on your order confirmation page.
If you only sell one product, or all your products are the same price, this is sufficient. It doesn’t, however, allow you to easily see on what days/weeks/months your campaigns generate the most revenue (the 2nd option does that).
- Use goal tracking.
This takes a couple steps to set up, but it lets you track the revenue your email campaigns generate over time. It also lets you segment subscribers based on how much money they spend (which you can see in their subscriber records).
To Use Web Page Tracking:
Use the “Web Page Visited” search criterion:
As with the “Message openers” segment, you’ll click inside the long text box to select the web page you want to use to segment subscribers – in this case, your order confirmation page.
To Use Goal Tracking:
While setting up your goal, you can either choose a fixed revenue value for the goal, or you can pass custom revenue information to us on an order-by-order basis. An example of this appears below.
- Once you’ve chosen your method of tracking, you’ll go to the “Leads” page and segment using either the “Web Page Visited” criterion:
or the “Sale Amount” one:
There are also detailed instructions for setting up goals in the Knowledge Base.
Once you’ve set up your tracking and segments, you can create and deliver targeted email campaigns to increase customer loyalty, sell related products, raise response rates and make your email marketing even more profitable!
Do You Segment Customers? What About Other Subscribers?
Do you use segments (like the ones discussed over the past three posts) to deliver more relevant, targeted emails to your subscribers?
What criteria do you use for grouping subscribers?
Share your thoughts and suggestions in the comments!
Know someone who could benefit from segmenting subscribers?
Read "Email Segmentation: Easily Target Customers"
In a previous post on email segmentation, we looked at how to isolate and target people not opening your emails, and people who open them, but don’t click on links in them.
Today, let’s look at 2 more groups you can segment and target to improve your results:
- New Subscribers
- Link Clickers
Put simply, new subscribers are different than people who have been subscribed for a while.
They know less about you and are likely to have different objections and questions.
So, you may want to communicate different content to them than you do to older subscribers.
Now, on the one hand you can do this with autoresponders, but
How to Segment New Subscribers
No need to do anything fancy here – we’ve already segmented your newest subscribers for you!
To view them, choose one of the “added in the past _____” searches on the “Leads” page of your account:
As you can see, you can define “new” subscribers as being really new (in the past 24 hours) or a bit more conservatively (say, in the 30 days).
To send an email to new subscribers, decide which search you want to use. Then create a broadcast and choose that segment.
Here, even more than in our last post on segmentation we’re getting down to the people who are almost ready to make a purchase.
As you may have noticed, several of the segments we’ve addressed here are closely related.
As you get non-responsive subscribers to open an email, and non-clickers to click, you’re really moving them along a path from unengaged prospects → somewhat engaged prospects → very engaged prospects → customers.
Moving subscribers along that path is one of the outcomes of a successful segmentation and targeting campaign.
How to Segment Link Clickers
As with openers, it’s easiest to target link clickers based on whether or not they clicked a specific link (after all, while it’s sort of useful to know someone clicked on your “contact” link, if that’s not what you were trying to get them to do, then they may as well have not clicked).
To segment link clickers, use the “Link Clicked” criterion:
As with the “Message openers” segment, you’ll click inside the long text box to select the link you want to use to segment subscribers.
Next Time: 2 Ways to Segment Customers
The fifth group that you can target with some basic email segmentation is your customers.
You can segment customers all as one group (people who bought something) or you can fine-tune your customer segmentation (by how much they spent, for example).
The 3rd email in this series will show you how to identify, track and segment your most valuable subscribers.
Until then, think about what you might want to send to your “Link Clickers” – the people closest to becoming customers ‐ as well as your newest subscribers, and try segmenting for yourself!
Know someone who could benefit from segmenting subscribers?
Read "Email Segmentation: More Groups To Target"
Over at Clickz, email columnist Jeanne Jennings has a great introduction to email segmentation.
She breaks down subscribers into a few groups based on their activity, and points out that you can (and should!) communicate with each group differently.
In a series of 3 posts, we’ll look at how you can use the email web analytics tools in AWeber to target the groups she suggests, and make your email marketing campaigns more relevant.
There are 5 groups of people you can potentially target using activity-based segmentation. Today, let’s look at two of them:
- Non-Responsive Subscribers
- Message Openers
Non-responsive subscribers receive your emails, but don’t convert, don’t click on links or even open the messages.
These subscribers may have once been responsive, but over time lost interest in your emails. Or they may be overwhelmed with too many other messages to make time for your emails.
How to Segment Inactive Subscribers
It’s important to remember that non-responsive subscribers may have been responsive at some point.
So you want to first come up with a time frame – how long does someone need to have gone without opening an email before you consider them non-responsive? (hint: don’t say “a week” ).
On your “Leads” page, use the “Search” boxes to pull up 2 search terms:
- No Opens
- Date Added
(The “Date Added” term makes sure you only pull up older subscribers, not people who just signed up recently and haven’t had a chance to open your email yet.)
After searching, you’ll see a box where you can save your search (“view”) by giving it a name (say, Non-Responders):
Save your view and you’ll then be able to choose it while creating a broadcast.
These are the subscribers who open your emails, but don’t click on links or convert.
So you’re getting them to open your email (or at least preview it), but nothing further. They’re not quite engaged by your email content.
How to Segment These Subscribers
In AWeber, this is most easily done on a message-by-message basis, using two criteria:
- Message Opened
- Link Not Clicked
Next to each of those criteria, click on the long text box and you’ll be prompted to choose which message/link you want to use to segment subscribers.
If you’re sending only plain text emails, you won’t use this segment, since you can’t track opens. This one’s for people sending emails that include an HTML version.
Next Time: 2 More Segments to Target
In the next post on this series, you’ll learn how to create 2 more useful segments that you can use to better target your email marketing campaigns.
Until then, try creating these segments – you might be surprised how many people fall into each one!
Know someone who could benefit from segmenting subscribers?
Read "Email Segmentation: 5 Groups You Can Easily Target, Part 1"
Or which parts of your website subscribers are interested in?
This week, we added two new segmentation and targeting options to our Email Web Analytics tools to help answer those questions.
With them, you can identify people who have stopped paying attention to your emails (or never did).
And for those people who are still engaged, you now can segment them by what pages they’re visiting – even if those visits don’t originate from an email you send!
Segment and Target Subscribers Who Haven’t Responded To ANY Recent Message
Do you sometimes feel like you’re talking to your subscribers, but only half of them are listening?
Ever wanted to check in with the half that has “checked out” and ask if there’s anything you can do to help?
With the new “No Opens” search option, now you can. Here’s how:
On the “Leads” page, choose “No Opens” from the list search criteria.
Then, choose a date that you want to start your search from. You’ll see that this makes the search read “No Opens Since (Date).”
Once you’ve completed your search, you can save that group of subscribers and broadcast to them.
Quick tip: when you use this search option, combine it with a search by “Date Added” to make sure you’re only looking through people who have been on your list for a while.
You wouldn’t want to group a new subscriber (who just got your first email but hasn’t had time to open it) in with someone who signed up to your list a year ago and hasn’t opened any emails in 6 months.
What If I Send Plain Text Emails?
If you’re using our Email Web Analytics tools to track clickthroughs, we’ll infer an open whenever someone clicks a link in your emails – even if you send only plain text emails.
So this “No Opens” search is essentially a “No Clicks” search for you guys.
Possible Uses of The “No Opens” Criteria
- Run a “reactivation” campaign
Create a few broadcasts to try to get non-engaged subscribers to start responding again.
Many retailers use coupons/discounts to try to re-engage email subscribers. You could do this, or offer a free report or some other compelling incentive to get them clicking again.
- Remove non-responsive subscribers (if they don’t respond to your reactivation campaign).
No sense in having someone on your list who doesn’t want to be there.
- Send them a questionnaire to learn why they’ve lost interest.
Did they go with a competitor? Do they no longer need your services? Is there anything else you can do to help them?
What other ideas do you have for contacting non-responsive subscribers? Share them below!
Segment and Target Subscribers Based on What Web Pages They Visit
The original Email Web Analytics release included options to segment subscribers based on which links they click in your emails.
They’re helpful to see what content subscribers are interested in.
But what about what those subscribers do after the initial click, or on a later visit to your site that doesn’t start out with an email click?
The new “Web Page Visited” search option segments subscribers based on where they’re going on your site.
Here’s how to use it:
On the “Leads” page, choose “Web Page Visited” from the list search criteria.
In the box to the right, start typing out the web page you want to search by.
We’ll auto-suggest pages to you as you type.
As with the “No Opens” criteria, you can save that group of subscribers and broadcast to them.
Possible Uses of The “Web Page Visited” Criteria For Different Groups
Here are a few possible uses, pulled from the top of my head:
- Product and service providers: identify which products, features, benefits, etc. your prospects are especially interested in.
Create more targeted messages about those products/features/benefits and send them to the appropriate groups.
- Affiliate marketers – identify people interested in certain products (or categories of product) you’re promoting.
Use that knowledge to decide what other products to introduce to those groups.
- Bloggers – identify who is most interested in particular topics, products, etc. you blog about.
Use that knowledge to create posts, products, reports, etc. that will appeal to those groups.
- Real Estate Agents – identify what properties various subscribers are viewing on your site.
Then, get in touch with them about those properties.
I’m sure you have your own ideas for how knowing who is going to what pages of your website could help you grow your business – share your ideas and suggestions below!
Read "Email Web Analytics: 2 New Segmenting and Targeting Options"
I’ve been getting emails from travel planning site Kayak.com for a couple weeks. In each issue I’m impressed by their email savvy, from content to design to the little extras that make me so likely to use them to plan my trips.
Why do I like Kayak’s emails — both as an email marketing guy and as a subscriber — so much?
Examples of Kayak’s Emails
Before we go any further, take a look at 2 issues of their email newsletter that I’ve received:
(Click the above images for full-size versions.)
What do you think of them? Here’s my take:
They Build a Relationship, Rather Than Going For the Hard Sell
As a member of several frequent flyer programs, I get emails from a number of airlines. I also get emails from time to time from other travel sites where I’m a member.
I’ve never received an email campaign from any of them that tries to connect with me. They’re just so… all-sell, all-the-time, all about price.
Kayak, on the other hand, doesn’t scream at me about the latest deals.
Their emails sell the idea of traveling. Each section gets me excited about a destination, as if the emails were made up of postcards from friends who were visiting each place.
And even though I’m not usually looking to go anywhere, I often click through just to see what it might cost to take a trip. Just for fun (when was the last time your email campaign had subscribers going to your website just for fun? Try it.).
They’re Well-Designed and Easy To Read
This is exactly the kind of email that comes to mind (for me) when someone asks for an example of a “Light HTML” email message.
They’re Targeted To Me
And oh boy, is it easy to see what a trip might cost.
Did you see what they did in the sidebar? They put links to “cheap flights from Philadelphia.”
When I signed up they asked me what my home airport was, and they’re using that to get me from reading their email to making a purchase. The links even go to a flight search page that’s pre-filled with Philadelphia as the departing airport.
With what is really just basic segmentation and personalization — nothing difficult or complex — Kayak makes a smooth transition from inbox to web.
They Encourage Communication
Look at the footer of the email.
Rather than hiding behind a “do not reply” type of address and using email as a way to talk at me, they tell me they want to hear from me!
What’s especially great about this is they give me multiple ways to contact them:
I feel like I’m rambling a bit here, so I’ll turn it over to you.
What did you like about these emails?
Or didn’t you like them (and if so, why not)?
How do you feel you can apply these tactics to your own email marketing campaigns?
Read "Learn From a Great Email Newsletter Example: Kayak"