How Is Your Company Using Email?

This morning Facebook sent me an email to say that I hadn't used Facebook ads for a long time and that they thought they'd send me a £30 voucher to spend in time for the holiday season. And who said the spirit of goodwill doesn't eminate forth from companies at this time of year?. Well, on the CAM Diploma in Digital Marketing we explore the various ways that companies use email and I thought I'd share some of the ways companies have used email to speak to me over the past week.

1. To reactivate a relationship.

Facebook's system has identified that I have spent some money on Facebook ads over the past year and have identified that I, like many others probably, have not been running ads for a while. To re-ignite that relationship they have fired off an email to me with a tempting offer. Notice how they reinforce the benefits of using Facebook ads: to reach target customers, convert more sales and to control costs.I will probably redeem this voucher shortly!

2. Notification of renewal deadline.

Emails like this one from GoDaddy I receive on a frequent basis. They tend to send them well in advance of a domain requiring renewal and there often seems to be an element of urgency about them. The domain that they are flagging up has been on red alert for around 2 months and is not due for renewal until the end of January. A very neat tactic from a very smart ecommerce company leader.

3. Word-of-mouth promotion.

Marketingprofs has sent me an email to see if I can help them extend their reach to my friends and colleagues. The promotion says that you may be interested in giving your acquaintances a different Christmas gift this year - membership of the MarketingProfs site. It's not a bad idea in that they feel sure that I will know people (more than likely) who work in the field of internet/digital marketing and who may be interested (benefit?) from membership  of MarketingProfs. Bit surprised they didn't incentivise me.

4. Customer survey input

I am a subscriber to Fortune magazine and they have invited me to take part in a customer service survey. That's it! And for my pains they will enter me into a draw for one of ten prizes of £100. I often receive these email surveys and virtually all of them have this 'we-will-enter-you-into-a-prize-draw' element attached to them. Otherwise, people wouldn't be bothered.
5. Sales promotion

This is a standard sales promotion. Jelly Egg are a company that specialise in selling Crocs. I have bought Crocs from them before and, just in time for Christmas, I am being offered the chance to buy these special Blitzen adult or kids' Crocs for 20% off. Like GoDaddy there is an urgency to this email but unlike GoDaddy this offer will finish within 4 days. Companies like Jelly Egg will typically fire off this type of email on a fairly frequent basis. The key is to make sure you have offers to tempt people.

6. To improve online customer service provision

I use Google AdWords a hell of a lot and it looks like I used their AdWords help centre at some point recently. Well, Google have obviously identified this and are now asking me for some feedback on how good the service was and if I have any advice on how it could be improved. As we are all reviewing and rating products and services more these days, Google can feel quite confident (or probably knows) that response rates to these emails will be fairly good.


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