Know What They Expect: Groupon Email Review

Even though the space is very crowded, Groupon owns the daily deal market. They own it by name, they were the first and the biggest. They are the defining brand within the marketplace, like Kleenex or Band-Aid.

Groupon relies, perhaps more heavily than any other company today, on email marketing to maintain and grow their successful business. If tomorrow Congress passes a law outlawing the sending of marketing emails to consumers, I can’t think of an industry that would be hit harder.

But how has Groupon mastered the art of email marketing in order to achieve the fast paced and loyal growth that they’ve seen in the past year+? Let’s take a look at the email below as an example:

The subject line is simple, it tells you what the featured deal is. It’s meant to grab your attention and it does so by showing the discount.

The body of the email is simple, using a design that people are familiar with, displaying an array of deals offered in your neighborhood that day. The copy is easy to read, engaging, and always leads to a strong call to action that takes very little commitment. I just have to click on a button that says “View this deal” to learn more.

For a company like this, who relies on daily emails to consumers, it’s important not to overstep your bounds. It’s easy to frustrate people when you email them daily. But Groupon delivers such high value in their emails that they develop very loyal subscribers.

The best thing that they do, and that other companies can take a cue from, is they keep their emails the same. They have a formula and a layout that they are happy with, and they stick with it. Subscribers know what to expect, and if a deal does not appeal to them, they simply wait for the next one.

It’s part of the branding process, and an important one if a company wants to email the same list that frequently.

Market to Your Users: Dropbox Email Review

Sometimes, simplicity is the name of the game. And when you are marketing to someone who is already familiar with your company, in so much as they’ve already signed up, a simple marketing message can go a long way.

What better way to demonstrate that then to review a recent email I received from Dropbox.

For those not familiar with Dropbox, it’s a cloud storage service that offers a free solution with limited space, and paid solutions if you require additional storage space. It’s a perfect place to backup important files or share files with multiple people.

I am a customer, however, I’m not a paying customer. So while communication between Dropbox and me might be viewed as simple communication with a current customer, it’s actually a function of marketing. I am valuable to them because I could always upgrade to a premium account, or share the brand with friends and family. All communication with customers should be vetted by marketing for that reason.

In this email, they’ve done a great job. The email is simple, straightforward, and positive. “Dropbox bonus received!” is a perfect subject line. I know why I’m getting the email, I can read it quickly, and I want to open it. Inside, it’s more of the same. I know why I’m getting a bonus, I know what the bonus is, and I can click through to get more space if needed (without a pressuring sales message), all in a matter of a few lines of text.

Take a cue from Dropbox when crafting any email, say what needs to be said, and don’t cloud your message with extraneous information that does not benefit the user.

Well done!

Knowledge is Power: Amazon Email Review #2

As a consumer, we know that knowledge is power. Knowledge of what’s being offered, of pricing, recommendations from friends, it’s all changing the way people shop and spend money.

As marketers, we also know that knowledge is power. Knowledge about our consumers, data!

Here is a recent email I got from Amazon that allows me to prove a point:

I happen to be in the market for an exercise bike. How did Amazon know this? Because I went on their site and searched for one.

Amazon, just like many other intelligent (well-funded) companies with a strong online presence, is tracking user behavior. And they’ve set up an automatic email response that goes out to people who look for something on the site but don’t end up buying. It’s brilliant.

The stats will show you that the best people to email are the people who have just been on your site. Email them while your brand is fresh in their mind, and if you can make them an offer, even better. And while the content of this email is not as good as others I’ve seen (even from Amazon), the concept is perfect.

How can you apply this concept to your business?