Everyday, my email is full of promotional emails from websites or companies I look for personally on a daily basis.
Most of the time, I naively give my emails to these companies in hope for further promotional codes, to get money off my many purchases. However, most I do delete, after only needing their promotional codes for a one time only purchase. Emails from boots for example, I keep a close eye on, for their exclusive subscribed customer deals to help me get my monthly purchases cheaper than the retailed price.
The use of marketing strategies Boots have used to try and make these offers and deals personal to me is through the use of my name being used at the beginning of this email. The use of personification in the title ‘ Ruby, lets make Black Friday beautiful’. This makes me feel as a consumer that Boots have really thought about my wants and needs, disregarding the fact that millions of customers will be given the same, making me therefore more likely to purchase through the adverts found in the email.
While scrolling through the email, further deals and adverts tailored from my previous purchasing history does catch me eye, as they are of my interest and does make me wish to buy more.
The layout of the email offers you products based on what you have previously looked at, and purchased on the Boots website. If you scroll down further Boots subsequently offer you what they deem to be ‘similar alternatives’ however the actual accuracy of their predictions is sometimes questionable.Rather than looking at the items I have previously viewed and offering suitable alternatives, they focus on just one item and offer me 5 alternatives of the exact same product just from different sellers. Maybe for the future they could look at offering other alternatives not just the same product. Found in the promotional email and on the company website the knowledge that I have money on my company card and hundreds of points is used as a scheme to make me purchase, so really how can I say no? its free money? This marketing technique is
Boots try to get the user to give their opinion at the end of the email on how useful the recommendations were. This shows that they are aware of different consumer tastes and norms of individuals and emails, and are willing to adapt their digital marketing strategy based on customer feedback.
What the email does seem to do well is, once you open it, it makes you think about the things you do actually want. Boots know that Christmas is fast approaching and generally people will be more willing to spend money. That coupled with the range of products Boots offers can create an appealing experience for any user.
