A large e-commerce brand sent me forty (40) consecutive email marketing messages featuring a percentage off message above the fold.
Interestingly enough, this brand sells stuff I’ve previously purchased. Why in the name of Chris Donald couldn’t this brand be remotely bothered to feature what I purchase or might be inspired to purchase?
If you employ Action Streams, the logic isn’t difficult.
- Does the customer pay, on average, at or above-average prices for individual items? In other words, if an item normally sells for $50 and sometimes sells for $30, does the customer skew toward $50 or toward $30?
- If the customer skews toward $50, why not feature a half-dozen items that align with the interests of the customer … featuring these items above-the-fold, featuring the ridiculous discount elsewhere?
In other words, send me (Kevin) down an Action Stream that features “what” I am interested in buying.
Conversely, for Calvin (let’s assume Calvin craves discounts), send him down the typical Action Stream with 40% off or 60% off or 80% off of clearance or whatever ridiculous discount gets Calvin to pay $10 for a $30 item with a $7 cost of goods.
Switch up creative based on the interests/needs of the customer.
