As part of our coverage of the holiday shopping season, the editors at Internet Retailer each are tracking 10 web retailers to gauge promotions during the spending season. I’m surprised to report that only two of the eight on my list that had e-mail sign-up options—offering notifications of exclusive deals and discounts—included an actual deal in the welcome e-mail.
Three welcome e-mails offered no incentive, although one of those followed up the same day with notice of the same sale featured on its web site, and three have not sent any kind of e-mail, five days after signing up.
As a consumer, I want retailers to give me a price discount, or a quantity discount, or a break on shipping or some type of unique incentive to prove I made the right choice in signing up for e-mail. In short, I want a retailer to want me.
While it might be polite to acknowledge my sign-up with a thank-you note, it’s not necessary. We are rolling into that time of year when money is beginning to flow out of my pockets to buy gifts for family and friends. What I need you, as a retailer, is to tell me is how much of my money I get to keep.
It seems a fine opportunity to deliver on promised savings was missed by the majority of these web retailers. Or am I missing something?
Comments | 4 Responses
Agreed. I think consumers in general are making a shift away from email as they are further bombarded with contact in social media. Smart marketers know they need to make a strong first impression to keep their messages out of the junk box.
Bill, you're on target. It's my opinion (as a consumer and as an online marketer) that when someone gives you their email address, it's up to you as a retailer to give them something useful (read: a discount on shipping, a percentage off the first/next purchase, a freebie of some sort) in return. In these economic times a discount or free shipping could go a long way to increase a brand's consumer mind-share. Not to mention there's a little quid pro quo action going on. The freebie says to the consumer, "Thanks for your email and for agreeing to let us use it." Without it, most consumers (myself included) start to wonder why they agreed to be emailed at all--especially in retail environment. By failing to offer the consumer an incentive to engage and buy, I would say that the retailer is telling the consumer to keep his/her money or, worse yet, to spend it elsewhere. A simple incentive to buy in that "welcome email" gives the consumer a reason to spend his/her money with the retailer and shows that the retailer recognizes that the consumer just engaged with their brand. A savvy retailer might even hint about the freebie/special offer once the email is submitted to create a bit of anticipation. Your article is a critical reminder for online retailers as the holiday spending season starts picking up speed. Thanks. Rachel Rodenborg Insite Software
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