This is an article I actually hate to write. I like shopping at Buy.com. I have always received great service, and the prices on things I have purchased have always been greatly reduced. Buy.com has run social networking programs in the past that I have written about. The programs were edgy and exciting. So, I’ve been sitting on this article for a while in hopes that things would improve. Alas, tonight I find myself making a declaration: Buy.com does not have compelling email marketing.
I give you an example of the “Weekly Deals” email that I receive. Let’s examine the biggest areas of concern first.
- Subject Line – Their subject line says: “McAfee 2010 Internet Security 3 User $26.99, Philips Headphones $9.99, iPod Touch $239.99, Emerson Universal Remote $9.99,..” BUT in my email client, I see “McAfee 2010 Internet Security 3 Use.” This is not the most compelling subject line I have ever seen.
- Length – The newsletter is 15 scrolls long. Do they really think people will get to the bottom of a 15-scroll email? What’s the point of including all of these products if nobody is going to see them?
- Continuity – This email doesn’t look anything like the Buy.com page. I like to continue look and feel from the site to the email. Users are familiar with site look and feel. There can be authenticity questions when email takes such a departure.
- Above the Fold – The only information I get above the fold is the “Weekly Deals” graphic. I’d like to see more relevant information in that valuable space.
What’s good about this email?
- Information – Buy.com is giving me options in this email, and that’s never bad. The presentation could be better, but choices are always positive.
- Social Sharing – Links to Twitter and Facebook pages are both there. Buy.com does a great job with social networking. I would like to see these links higher up in the email, though.
- Subscription Options – This is the feature I like best. If you can copy one thing from Buy.com, this is the one. Buy.com gives you 6 “when” and 4 “what” subscription options. Fantastic job!
I am a Buy.com customer who would be more engaged with relevant communications. There is good news. There’s a good foundation to work with. A little tweaking could make this a must-read communication for me. Can you go through the same kind of positive/negative exercise with your communication programs?