User-generated content started being a hot topic a couple of years ago. It’s not that marketers are truly ignoring it, but I think it’s fair to say that the buzz has fizzled a bit.
Perhaps this has something to do with an economy that’s been sticking its tongue out at the public for about a year now. Ya think? Read more…
Of course, marketers have known forever how a celebrity can impact sales for their companies. My earliest recollection of this idea was of Joe Dimaggio and Mr. Coffee TV spots from the early 1980s.
Well, I happened to call Zappos.com the other day to talk about sending back some shoes I had bought, as they were a half-size too small. Who was I greeted by? None other than CEO Tony Hsieh at first. A CEO making an automated appearance? Big freaking deal, right? I agree. Read more…
I recently talked with Kevin Ertell, SVP E-Business, Borders, who pointed out some very interesting ways that the retailer is integrating its offline and online channels.
Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.
Organizing an eretail site based on best practices—like with categories and search features—gives you a solid foundation to work from. But it’s not a particularly interesting discussion topic.
A major eretail player has been using a ‘wow’ tactic. In their order confirmation emails, the brand has offered customers the chance to call a toll-free number that same day if they want to add more products to their order. Read more…
I browse dozens of eretail newsletters each week. And FreePeople.com’s subject lines stand out the most because they are *routinely* super short.
Thirteen out of their past 20 subject lines have been four words or less. And most of those 13 have employed either two or three words. Further, many of the subject lines have 14 or fewer characters (including spaces).
In an earlier blog post, I wrote about my hunch that email marketers would be using the rising gas prices and our slumping economy as copywriting tactics this summer. What do you know? I was right – at least when it comes to the gas prices.
One of the newer ways of marketing to consumers lies in the idea of being green. It’s pretty simple: If you can convince environmentally conscious folks that you care about running your operations responsibly, that sizable group becomes much more inclined to spend money on your products or services. Read more…
