This just in… Using relevancy and timeliness to sell through email
Just wanted to make a quick post here about an email that came in literally minutes ago and how it plays into targeting. In a few weeks California law changes and using a cell phone will require a hands free device… big marketing opportunity for companies that sell the devices yet until this afternoon, no one bothered to email me about it. Well the team at Crutchfield just sent over an email with exactly this message in mind. While I think the creative could have been angled a bit differently (”On July 1st Using Your Cell Phone Is Illegal, Go Hands Free” or something along those lines) it got the point across, explained the legal change and was clearly targeted to California drivers from the subject line to image to copy. The landing page used a header from the campaign but lacked any reference to California so no perfect but hey, good job getting to me first and getting me to your site.
Click in to see the creative and for a comment on personalization.
Just wanted to make a quick post here about an email that came in literally minutes ago and how it plays into targeting. In a few weeks California law changes and using a cell phone will require a hands free device… big marketing opportunity for companies that sell the devices yet until this afternoon, no one bothered to email me about it. Well the team at Crutchfield just sent over an email with exactly this message in mind. While I think the creative could have been angled a bit differently (”On July 1st Using Your Cell Phone Is Illegal, Go Hands Free” or something along those lines) it got the point across, explained the legal change and was clearly targeted to California drivers from the subject line to image to copy. The landing page used a header from the campaign but lacked any reference to California so no perfect but hey, good job getting to me first and getting me to your site.
In giving this a second thought and playing around on the Crutchfield site (I do need to get a new Bluetooth headset this week) I realized that there was a big opportunity missing here. While Crutchfield’s message was dead on in timing and getting at something that goes beyond want and becomes a need, they didn’t do anything to change my web experience to keep it going. I clicked through the email campaign so they clearly should know who I am yet once on the site nothing mentions it. No homepage promo, nothing in the car category at all… Heck, it even took me a good 30 seconds to find the right category. This strikes me as a huge place for personalization and consistent messaging. The first impression was only enough to get me to the site but reinforcing the message and matching products would have been a great way to drive home the sense of urgency. This could have gone even further with a counter letting me know how many days I have to order to insure my headset arrives on time… but instead I’m left with an email impression and nothing to follow up. Not a bad stab by any means, but there was room to go an extra step here and I think it would have helped big time.
I wonder how many more of these will show up before (or after) the 1st?
