Costco’s email marketing playbook: how to encourage purchases every time

Door Niels van Meerte Janse, 24 september 2009 Costco’s email marketing playbook: how to encourage purchases every time

Costco is my favorite store. I go in to buy a few things and come out quite a few dollars later with a cart full of products I didn’t know I needed. I’m not the only one. If you look at most of the people in the checkout line, their carts are full, too.

Like their stores, Costco’s email marketing campaigns are also designed to encourage customers to buy all sorts of products. Take one of their business newsletters as an example (click on the image to enlarge).

Let’s look at what they do to boost the chances that you will whip out your credit card and make a purchase.

•The top right gives the reader a link to view the message online using their web browser. This is handy for those email programs that have trouble displaying images. They also request the reader to put Costco’s email on their safe sender’s list or address book. This helps bypass spam filters and often automatically displays the images without the reader doing it manually.
•The newsletter’s color and style looks very similar to the menu on Costco’s web site. This familiar look promotes branding consistency. Notice the sticky note offer tacked onto the top of the menu – nice touch.
•The main offer is a theme, not a specific product. There are several pictures supporting that theme linking directly to the product pages on the web site.
•There are also three additional key offers to the right of the main one, each with a picture, price, and importantly, a deadline.
•Then there are featured products in a particular category, Technology shown here. Again, each product includes a picture, very brief description, and a price.
Costco sends campaigns regularly, which means they stay in the front of their customers’ minds. Add some of these elements to your next campaign to boost your response. What works for you?

From: The Touch

Costco’s email marketing playbook: how to encourage purchases every time

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