Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Uncategorized

Let your customer know you want to get to know him in 5 steps

We already showed you how to create a succesful opt-in on your website. A great welcome message should follow. That’s the base. Usually, you wait until the next step to construct your commercial story. Shoe seller DUO takes an interesting approach.

duo1No first real commercial message after you subscribed. No, after a few days the “thank you” and “activate now” message is followed by a new automated message: “We would like to get to know you”.

1 In this part they play out the USP (Unique selling proposition) to give the reader the impression that it’s not just about shoes. They call on a new world, because they don’t just manufacture footwear. They also want to offer you a good feeling. That’s also why the happy woman in her home on the right looks casually but directly into your eyes.

2 Ever heard of differentiation? We often get the impression that we shouldn’t let our contacts in on that secret. Maybe we don’t want to be viewed as smooth and salesy. DUO goes for a different approach. They do tell their contacts that they want to get to know them to tailor their future messages better. It gives the company an expert feel, especially in a world where we often need to delete irrelevant content.

3 Of course this effort is linked to a reward. Not just the right message, but also a discount and an extra service in the form of free delivery and free returns is offered to those who take the effort to fill out a form. The gift is only valid on the first order.

4 The call to action is kept sober. The gift is presented in big chocolate letters, but the CTA is more a logical result in the sentence that completes the message. They are counting on the feeling that people whould easier click through on a more dry link like this. A big fat button would more give the feeling that they need to buy.

The form itself was rather surprising. They didn’t ask about how many shoes you have in your closet, and they don’t want to know about the type of shoes you like to wear. No, the questions were more about values – am I traditional or sensitive to trends – and about feelings – I would rather pick to spend my time with family, or with friends or colleagues from work. Values, feelings, your social attitudes, it has nothing to do with shoes at first sight. But it has everything to do with experience, it could be the first time a brand tries to differentiate on that.

5 Of course you should also be able to use your present. This CTA takes you to an overview page. Those who don’t have an account yet are invited to create one. Because you need it to claim your discount. But you also need it to order your shoes. Even if you didn’t have the intention to buy yet, chances are that you do create the account. And that will probably be the first conversion goal of this email message. You are at the front door of the store!

Nov 17, 2014Michelle Dassen
Previous story11 ideas to improve your opt-in formNext storyDon’t get blinded by reading rates, focus on viewing rates as well!
Home Let your customer know you want to get to know him in 5 steps
8 years ago Uncategorized378
Michelle Dassen
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Email marketing, Flexmail TV, Inspiration!, List Building, Strategy, Targeting

Flexmail TV: Hoe verstuur je gerichte en relevante e-mailcommunicatie

E-mailcampagnes opzetten kan een grote uitdaging zijn. Contacten weten precies wat ze willen, en hebben meer dan ooit controle over wat er in hun inbox verschijnt. Toch blijft e-mail een zeer succesvolle marketing tool, mits je de juiste strategie hanteert. In deze aflevering van Flexmail TV delen we enkele tactieken om je te helpen. Zo […]

Content, Email marketing, Inspiration!, Marketing automation, Personalization, Strategy, Trends

The future email marketing trends!

Robots that get our groceries, autonomous cars and trash cans that empty themselves. Those are the things that come to mind when someone says trends of the future. These are all changes that will make our lives easier. That is what we are trying to achieve within email marketing as well. We are constantly searching […]

Strategy

Five changes to follow closely

E-mail marketing is a domain that is constantly in motion. Technology grows and changes. Providers sharpen their insights and users come up with new ideas. We’d like to present you another five of those changes. Jan 18, 2013Ann Flipkens

Content, Design, How to start with email marketing

Is the essence above the page fold?

The example that we put up here instantly reminded us of the technique of the newspaper world. Sometimes in the digital world we can learn a lot of the print world. There is something like the expression “above the fold” … Jan 29, 2016Ann Flipkens

Content, Email marketing, Geen onderdeel van een categorie, Inspiration!, Marketing automation, Personalization, Targeting

Discover the new Contact Related Content in the Smart Builder 2.0

Personalization and targeting are trends for a long time already within digital marketing, and there we within Flexmail are heavily anticipating on. We launched extensive segmentation options, interest groups, preferences and the Workflows in the past to set up elaborate marketing automation scenarios. Also Contact Related Content is in our arsenal for some years now, […]

Optimize your subject line with these tips

We no longer have to explain the power of a catchy subject line. If that first element of your email campaign doesn’t succeed to draw the attention of your contact, it’s end of story for your campaign. With these three elements you get the most out of your subject line every time. Jul 6, 2011Thomas […]

Uncategorized

5 ideas to steal from Telenet

From time to time we receive a great email in our inbox, where we can easily get some great ideas. A new television app unites lots of classical elements in one email message. Dec 19, 2014Michelle Dassen

Do the reading test!

Most of your readers will scan your message. Literally, reading word for word is rare. Does it make sense then to send a periodical newsletter? Of course! Dec 7, 2012Ann Flipkens

Most Viewed
1,937

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,426

An integrated offline and online communication at Nespresso

1,357

10 tips to integrate a promo code in your email marketing

1,275

Bloopers you can avoid

1,143

Was this useful?

1,094

11 ideas to improve your opt-in form

1,063

10 elements of a great welcome message

1,012

Give your automation a new dimension

2018 © Flexmail