According to new analysis based on groundbreaking research on marketing personalization, email marketers are getting creative about surviving in the Age of Amazon, Whether they go up against the ecommerce behemoth in head-to-head competition or work to gain traction on Amazon’s own platform retailers are finding new ways to compete on the basis of relevance.
These retailers aren’t just using personalization for the sake of personalization, like merging a first name into subject lines or the body copy.
Instead, today’s shoppers look for a superior experience with a brand on the major touch points, from the website, to email updates to in-store contacts. And, retailers are listening.
Delivering “a more relevant and enriching customer experience” is the No. 1 tactic retailers are using to compete successfully with Amazon, and advanced personalization is one of the tools retailers use to make it happen.
Advanced personalization uses data and automation to add localized and real-time data to regular email messages. This gives campaign emails the immediacy and appeal of transactional messages. They tell your customers that they aren’t just email addresses in a database – you know them as people.
First: 2 Tactics to Steal from Amazon
Personalization is one of the areas where marketers think they can get an edge on Amazon, as our report explains. The ecommerce giant “hasn’t recently shown dramatic advances in personalization, and not in advanced personalization technologies.”
But Amazon does have two email tricks that are worth testing in your own email program:
Personalized customer newsletters. These aren’t Amazon’s usual browse-session follow-up emails. Instead, Amazon sends its Kindle Unlimited users personalized emails designed to encourage them to rent and buy more books and to continue paying for the service.
The newsletter features in-depth information about authors on the member’s rental, browse and wish lists and suggests other reads – some paid, others that the membership fee covers. Other newsletters, such as those sent to Amazon Prime members, don’t have the same depth of personalized content.
- Info-rich subject lines: Amazon included membership data along with an offer in this subject line sent to Prime Members: Enjoy $30 off Kindle to celebrate your 2 years as a Prime member. It’s different from Amazon’s usual triggered emails, such as its abandonment messages, which often list only the abandoned items.
4 Email Tactics to Contend With Deep-Pocketed Competitors
1. Reassuring package-delivery notice: Do you worry about porch pirates making off with your online orders? Your customers do, too. You can help them feel more secure by letting them know when their packages are delivered, not just when they leave your warehouse.
This notice from adidas is a follow-up to an earlier shipping notification. It goes out within a few minutes of delivery and includes both package contents and tips on resolving issues, including exchanges and delivery problems.
Bonus tip: Add detail to the subject line: This subject line from Woot! merges the delivered item into the subject line so your customer can see right away what’s in the delivery: “Rejoice! Your Apple 60W MagSafe 2 Power Adapter Has Been Delivered!”
2. Gamified data reports: CVS sends this monthly spending report to members of its loyalty program. But it raises the stakes by turning the report into a game by showing customer progress from one tier to the next. The email also includes an incentive (more Extra Bucks discounts) and suggestions on how to spend them – two moves that encourage shoppers to go back to their store and buy again.
3. Real-time weather triggered email: Using location data to generate email copy and trigger emails is one way to add relevance and build store traffic. You can add a map to an email or nearest store address to an email. Or, you can use location data to pull weather data and get out ahead of local events.
This email from a movie theater chain took advantage of a major winter storm forecast that affected several cities in its market to promote movie attendance. It sounds like a contradiction, but anybody who lives in snow country will tell you that snow might cancel school, but malls and movie theaters are usually still bustling.
4. App-email connection: This example looks like your typical abandonment email. But it isn’t.
Instead of triggering after an abandoned browse session, this email popped into a shopper’s inbox after she scanned a product in-store using her Target mobile app. Although she checked out a cartload of products, the candle she browsed stayed on the shelf. The email beat her home!
If you want to go for a seamless customer experience, this email can help you bridge the gap between the app and the inbox. Add some context that shows your customers why they’re gettng the email to make an even stronger impression.
You’ll learn more effective tactics that marketers are using successfully to compete with Amazon in our report, Using Personalization to Win in the Age of Amazon. Download it and share with your team!