Yesterday we posted a Q&A session with Sally Lowery of Bronto Software on trigger email campaigns. Today we have 2 real-world examples from Amazon. These emails followed up the purchase of a camcorder:
- Amazon doesn't wait for you to come back to the site to push recommendations at you. 10 days post-purchase,
- Notice the low price point relative to the camcorder (about 10% of purchase price)
- Notice the 2 star customer rating - not too persuasive, eh?
- It would be more persuasive to auto-recommend the highest rated relevant accessory, with a snippet from and direct link to the most helpful positive review
- The link to "improve your recommendations" is a good idea, especially if it was just a gift. Adjusting preferences now means more relevant suggestions next time you log into Amazon.com
- 15 days post-purchase, Amazon sends another plea to buy more
- Gone are the star ratings
- Amazon's pushing categories, not specific products - there are 3 product links without descriptions, and links to category
- Mix of price points, software can be 3x the price of the purchased product
- Includes service plans
- Includes opt-out: "We hope you found this message to be useful. However, if you'd rather not receive future e-mails of this sort from Amazon.com, please opt-out here."
Now, I understand these are automated recommendations and crafting 1-to-1 cross-sell emails is not efficient. But this email could be a lot more persuasive if it explained more about how these would enhance the ownership experience of the purchased product - and from a fellow customer's mouth, not the retailer. For the tripod featured in both emails, there's a video review that 46/47 people found helpful.
Wouldn't that make for a killer trigger email?