It’s been tough to find time to write this past week with the kids school ending, kids activities, and home projects. I did come across an email from 1-800-Pet-Meds in my inbox. The email was a marketing promotion to reorder heart worm pills for my dog. They knew it was time for me to reorder because I had ordered a 6 month supply from them 6 months ago. We typically use this e-Retailer because they offer the same medicine as our veterinarian but at substantially lower prices.
Now, what was nice about this email was that it was composed in the form of the site shopping cart. The heart worm pills order was already in the cart. All I had to do was click to jump to their site and then click again to order with my profile information. 2 clicks and my order was complete. Fast, easy, and timely. Nice marketing job guys!
I believe this form of email marketing works well for a couple of reasons:
- It came from a merchant that I’ve used in the past (Trust)
- It offered a product that I’ve ordered in the past (Relevance)
- It came at a time when I would probably need to order this product (Timeliness)
- It offered a path to complete a transaction in two clicks (Efficient and Simple)
This type of email is an effective way to earn customer retention as repeat business. I believe it creates customer loyalty as it focuses on the need of the customer based on some simple analysis of past behaviors.
What loyalty marketing programs advertise to you? Do you appreciate targeted marketing emails like this?