When I first got my new smart phone, I thought that it was a wonderful convenience to have all my e-mails come straight to my phone. HA! Well, thanks to this Christmas season I have begun to rethink my feelings: all because of the constant, day-and-night bombardment of commercial sales emails.
On a daily basis, I receive around 15 to 20 emails from places that I frequently shop (or places that I was stupid enough to provide with my email address). And, just like the previous email I received the day before, they claim that it is their biggest sale of the season and I must take advantage of it because it only lasts for one day. They use slogans such as, “Bigger than Black Friday,” “The Perfect Gift for Everyone on Your List,” “12 Days of Deals,” etc.
Unfortunately, I think the reason I loathe these emails so much is that they work on me. For example, the other day I received an email about a one-day-ONLY American Eagle Outfitters discount — orders would be 25% off if ordering online with free shipping. I’ll give you one guess what I did that night when I got home from work! Yep, I went online and ordered a variety of things; some that I had planned on buying for Christmas gifts and of course a cute sweater that the little voice in my head told me I had to have. In my mind, it was somehow justified because everything was marked down. Sales always get me! This is not the first time that this happened to me, either. I can think of at least 5 other times I went impulse shopping because of e-mails promoting “HUGE” sales.
Well, as my wallet is shrinking, I can say for certain that e-mail campaigns are working this holiday season. However, I think there are a few things that marketers have to take into consideration in this new technological age.
Don’t overdo the e-mails. Now that most of Americans own a cell phone, and a large percentage of those have smart phones which enable them to receive and view emails almost anywhere and at any time, email marketers need to be aware of how many promotional emails they send. It can become pretty annoying when your phone is consistently beeping with new notifications, and when you take the time to look at it you discover it’s only The Limited or Victoria’s Secret again.
Be aware of the timing. This is the most annoying to me. Since I’m a light sleeper and refuse to turn my phone on silent in fear that someone will need me, I often wake up to my email notifications at all hours of the night. I got an email from Amazon last night at 4:32 AM and unfortunately couldn’t go back to sleep for over an hour!
Don’t make the same claim over and over! Please refrain from saying in every sales promotion that yours is the biggest sale of the season, because I know that the last email I got said the same thing. It becomes confusing…which one is really the biggest sale? This can deter people from shopping at stores because they don’t know if retailers are being honest or simply trying to hook them with a line.
Now, I’ll stop complaining. I just reviewed a few past sale emails I received and was able to find some positive marketing ideas, too!
If you’re going to send holiday emails to clients, here are some recommendations:
- Suggest presents for the hard to buy for type or specific interests, gardening, cooking, techie, etc.
- Have a special deals purchase price. Everyone has a limited budget, and when you make it simple as to how much a product is, the buying part doesn’t seem so hard.
- Promote shipping by Christmas for the late shoppers to ensure they have the presents before the big day.
- Emails advertising new products or lines are always a favored relief after all the sales emails. Christmas is a great time to advertise and test run new products to see if customers are interested in the new brand or items.
Does anyone else find all the sales emails to be annoying? Have any suggestions regarding how email marketing can be redefined during the holidays?