Email marketing is an effective way to drive shoppers to retail sites, and you can tell a lot about a company’s strategy by looking at the content of its marketing emails.
Etsy has been hammering the “free shipping” messaging in its emails, even though it acknowledged during its third-quarter earnings call that it’s experiencing relevancy issues as a result of its new (and controversial) search policy.
The Etsy email that hit my inbox today featured the subject line, “Set the (dinner) scene” and linked to palatable landing page (excuse the pun) featuring a mix of content and products from numerous categories.
Today’s marketing email from eBay promised “up to 50% off toys.” The “Let’s play” button inside linked to the Hasbro Toy Store on eBay featuring the message, “Hasbro: Up to 50% off, direct from brand” and a gallery of product listings. eBay generally focuses on daily deals from select sellers, so “regular” sellers are used to being relegated to the back seat.
Amazon was absent from my email inbox today.
eBay’s email may be appealing to busy parents doing holiday shopping and looking to save money. Etsy’s email may be more appealing to the shopper looking for ideas, including items to enhance their Thanksgiving Day celebrations.
Let us know what you think of the email you receive throughout the holiday season, and what kind of campaigns you’ll be running to draw shoppers to your stores and listings.
