Hello World!
Today I will talk about an email I received from a company or organisation and how they have decided to market their products through email.
The email that I chose to look at is one I receive from Tiffany & Company on 1st November 2016. I receive emails from Tiffany & Co daily, each with a different subject matter but all can be classified as house-list campaigns as they are periodic and advertise new products or lines. This particular email was advertising Tiffany & Co.’s new line of Tiffany Keys.
In order to attract customers to the email and the product the company decided to make actress Elle Fanning their model for not just this line but other products as well. When the email is opened, the customer is immediately asked if they would like to view the full page on their browser which would take you to their website. By doing this, Tiffany are, therefore, able to then show customers their other products and entice them to buy more than just the Tiffany Keys that were initially advertised in the email.
After the link to the Tiffany & Co website there is a Tiffany blue ribbon that reads: “Enjoy complimentary shipping and returns on all orders”. This has appeared before the customer has even seen the product but puts them in the mindset that they could potentially receive free shipping even if they were to “splurge” and purchase a particularly expensive product which makes them feel more at ease with letting go of their money. A picture of the model (Elle Fanning) wearing the product (in this case a Tiffany key) follows this and is then followed by a quote from the actress about how wearing diamonds makes her feel.
Throughout the email Tiffany & Co make sure to emphasise the word “LEGENDARY” as being their tag line of sorts for the season (Fall 2016). And then they mention why they have chosen such a young actress as their model: “Elle Fanning, in Tiffany Keys, is a young dreamer in a world of endless opportunity”. Then a video showing the behind the scenes footage of Elle Fanning during the photo shoot of the company products and how much fun she has whilst wearing them is presented to the customer and they then have the option to click and watch this video or continue to scroll down the email.
Although Tiffany & Co have not personalised their email by addressing the customer (i.e. me) directly, their marketing strategy can be said to be effective as they are able to entice the customer to open the email with an interesting subject line, “Elle Fanning in Tiffany Keys”, that sparks curiosity. The use of a “hip”, up to date and relatable celebrity helps to appeal to the younger demographic and the older demographic with the use of the word “LEGENDARY”.