Is Over-Offering Underwhelming your Long-Time Customers?
Posted by Drew Miller on May 1st, 2009
If you’re like me, your inbox seems to be overflowing with subject lines of promotions much like these pictured here (an actual snapshot of my emails received from Overstock.com). It has now become a daunting task to keep track of what the offer is, who is offering it and for how long.
Many companies in today’s economy seem determined to keep hammering these offers home on a regular basis with subject lines that use similar style and verbiage – or what I like to call “Over-Offering”. By using this approach, marketers are hoping to grab that one small fish in the ever-deepening email inbox pond.
Overstock.com has been on my Over-Offering radar for a few months now. They send out about 4 emails a week ranging in promotions from free shipping, X% off deals and (insert department here) Blowout/Closeout/Clearance sales. Are these good offers? Definitely. But that’s far from the point. Over time, that good offer that drove opens, clicks and conversions at the beginning of the email relationship, has now lost its luster.
If you get the vibe that your long-timers are feeling underwhelmed (looking closely at unsubscribes, opens and clicks will tell the tale), it’s time to try something new. Here is a possible scenario using your subject line – one of the easiest changes you can make:
• Group 1 (opted in 90 days or less)
Subject Line: “Free Shipping through Sunday”
• Group 2 (opted in over 90 days)
Subject Line: “Don’t stress about shipping – this weekend it’s on us!”
By using style and verbiage that older customers aren’t familiar with, you may spark a significant increase in opens. This can be applied to other areas as well (verbiage in your message, email design elements, etc.).
The bottom line: Have a customized approach for your customers during their different lifecycle phases. From those that just opted in, to your loyal subscribers of over 2 years, having a plan based on original optin date is a key aspect to a successful email marketing program.
So the next time you feel compelled to send that “10% Off Everything!” exclusive, once in a lifetime special email – think for a moment if you are Over-Offering. Your loyal, long-time customers will appreciate it.
