I’m at a point in my life where my personal e-mail is used almost exclusively for receiving marketing or promotional e-mails from companies. Thankfully, with Gmail, most of those e-mails are diverted into a separate folder (a folder that I am very thankful for for a number of reasons), and I am able to choose to rifle through my promotional e-mails at will. On average I receive about ten e-mails a day to that folder, and it’s extremely interesting to see what it was that I have signed up for over the years.
The e-mails I receive really end up falling into three categories: makeup, clothes, or sports. The companies that I receive the most e-mails from are Ulta, Victoria’s Secret, and the NBA. The first two are both companies that I have worked for, which is why I signed up for their “loyalty” programs, and I began receiving e-mails from the NBA when I purchased their streaming service League Pass. On average I receive about one e-mail from each of these companies per day. They are also the companies whose e-mails I am most likely to open. Of the roughly ten promotional e-mails I receive a day, I usually only open about one of them every week. Most of the e-mails I tend to open are those offering exclusive or limited time deals in the subject line, as those are the ones who catch my attention most often. For example, scrolling through the promotional e-mails I had received over the past few weeks, all of the Ulta e-mails that I had opened were pushing or promoting some sort of sale or hot buy. In those instances, however, the e-mails did not work, as I did not purchase any products over that span.
Here are a list of the ten companies I get the most e-mails from, and why I signed up for the e-mail list.
- Victoria’s Secret
- Signed up when I started working for them
- Ulta Beauty
- Signed up when I started working for them and needed to start my own loyalty account
- Signed up when I purchased NBA League Pass
- Bath & Body Works
- Signed up when making an order so I could stay informed on deals and sales
- MAC Cosmetics
- Signed up to receive and amount off my first purchase
- Signed up automatically when purchasing baseball tickets
- Signed up for a percentage off my first order
- Signed up when I signed up for the Starbucks Rewards program
The last e-mail that I opened from one of these companies was from Victoria’s Secret. The subject line “3 Days. 3 Deals.” I honestly only clicked on the e-mail because I was curious what promotion I would have to be pushing the next day at work, and I never had any intention on buying something. That being said, I know for a fact that the reason I clicked on that particular e-mail rather than one of the other e-mails I got from Victoria’s Secret was because I like a good deal, and if I found the deal to be interesting enough, I would have purchased something the next day, after my shift was over. The e-mail itself was exactly as advertised, displaying the deal of the day and a direct link to where I could purchase the product, as well as links to their other products. In very big font, the words “today only”. There was also a flashing graphic that promoted the “3 Days. 3 Deals.” tagline. The e-mail’s call to action was to make a purchase in the limited time frame, and it was effective enough to make my click on it, so I feel like it did it’s job pretty effectively. I believe the content was consistent with what I expect from the brand, but I believe they could have included at least one of their other promotions that they were running at the time, because I know they had a few. I believe this e-mail most likely went to the entire e-mail database, as it is not particularly tailored, and the subject is pretty broad. The e-mail is not segment dependent, although I believe that it would only be effective towards the portion of the segment that purchases from the PINK branch of the Victoria’s Secret. The next e-mail from the sender was the appropriate next step, as it was sharing the deal for the next day. One suggestion that I found very intriguing as how to improve social media strategy was incentivizing reviewing order confirmation e-mails. According to shopify.com, (https://www.shopify.com/guides/email-marketing/strategies) those who used post transaction e-mails to promote leaving reviews lead to reviews products having a 10% higher conversion rate.
With all of these e-mails arriving in my mailbox every day, the question I have to ask is: do these even work? The answer seems to be yes. According to Anik Singal of The Balance Small Business, (https://www.thebalancesmb.com/does-email-marketing-work-4043443) e-mail marketing is still a very integral part of marketing for mot businesses. According to Ascend2, 82% of companies surveyed use e-mail marketing. Based on what we know today, e-mail marketing will continue to play a vital role in the marketing strategies of companies in the years to come.
“91% of US customers use email daily. In fact, it’s the first thing most people do at the start of each day.”
“91% of US customers use email daily. In fact, it’s the first thing most people do at the start of each day.”-Anik Singal (https://www.thebalancesmb.com/does-email-marketing-work-4043443)