A hint on when NOT to email - email marketing best practices
Jun 16 2006
I have a number of family members that use Safeway.com to buy their groceries so I thought I would give it a shot. I went through and picked all my groceries and put them in my cart. I got pulled away from my purchase to take care of something else and forgot about the cart.
OPPORTUNITY #1 - Remind me of my cart, they did this without fail, a nice email reminding me how much I had in my cart. There was no offer, but they did not need to, it is food - a necessity of life. My one rant about this is the timing - 5 days after I had abandoned my cart. I think 1-2 days is an acceptable timeframe for a follow up for food. Most likely a week later my needs have changed and the cart is fairly irrelevant.
OPPORTUNITY #2 - This is a huge failure. First of all it was 2 weeks after my abandoned cart, what grocery list is exactly the same two weeks later. The thing that really got to me is how the email started out. “We hate to be a squeaky wheel…” Hint: as soon as you say “We hate to be” don
Published in Frequency on Friday, June 16th, 2006
