It’s an inbox war out there. More and more emails sent. Less and less attention paid. So when an email makes ME stop and pay attention, I make the effort to consider why – and help us all learn from it! So I thought I’d share this recent clever email marketing campaign that combines the double whammy of a great offer AND social proof.
It’s an email from an Australian online bag and carry retailer, Rushfaster. (I haven’t bought from them before but I entered a rather compelling competition a few months ago, which is where I expect they got my email address.)
To start with: the offer in this email is great – 25% off is a decent discount. But a lot of retailers offer 25% off in their email marketing, so it isn’t enough to motivate someone who’s not really in the market for what they’re selling right now. Particularly when trying to drive FIRST purchase, they’ve recognised the need to work harder. In this case, Rushfaster is betting on social proof. That is – 99.4% of customers said they’d shop with us again.
Now that is an impressive lot of satisfied customers. Huge numbers any marketer would be proud to have. So if I was worried about Rushfaster in any way – about their legitimacy, quality of product, ability to deliver – this would alleviate this. It’s an impressive use of social proof and a great way to use research for more than just making your boss happy!
This campaign is a great example of how to use a hook and a call to action really well.
I should point out, I didn’t actually shop as a result of this email. Which isn’t unusual, of course; if we all bought something every time we got an email, we’d be broke in a week!
But it did make me consider – what would ultimately make this campaign even better? In my opinion, it would be to include some product at the end. Because, like many of us, I’m a bit of an impulse shopper when I see something I love.
Adding some desirable product below the hook and call to action may have closed this for me. Of course, it may not have too! So still lots to learn from this smart little marketing campaign – and a reminder to make each communication piece you send always work as hard as it possibly can.