E-mail Marketing; an Urban Outfitters case study
We’ve all been there- that annoying feeling you get when your phone goes off. You think it’s a friend, but quickly realize that it is just an email, probably some spam or something you don’t really care about.
Those emails aren’t always useless though. According to Datran Media, eConsultancy, 80% of marketers use targeted e-mail to reach their audience. Among the advantages of e-mail marketing are the wide reach, the cheap cost, the personalization, and the measurable results. There aren’t too many disadvantages, unless of course the emails are so frequent that they become intrusive and annoying. Emails (with marketing intentions) sent without permission of the receiver are “spam”, they’re also a violation of the “CAN-SPAM Act.” (Controlling the Assault of Non-Solicited Pornography and Marketing).
But not all marketing e-mails are spam. Companies send marketing e-mails based on the permission given to them by customers and potential customers. The permission is either implied, explicit, or confirmed. A great example of e-mail marketing done with both explicit and confirmed permission is that of Urban Outfitters’.
Originally when I gave Urban Outfitters my e-mail address, it was to receive electronic receipts of my in-store purchases. However, the contents of the e-mails vary. E-mails include alerts about sales, new items, seasonal collections, and deals, such as free shipping. Companies such as Urban aren’t stupid. The e-mails I receive are targeted perfectly. Urban uses information gathers from from me to decide the content of the messages. The most obvious piece of information they use is that I’m a male, and i buy male clothing (duh). The emails often have alerts about products I’ve viewed on the website, past purchases, and similar products. Additionally, each e-mail has the option to unsubscribe from further e-mails, or to change your contact information.
While they don’t have a specific campaign, I’m sure their e-mails to customers help the business. Their target is all existing customers, as I think you need to give them their e-mail to receive the messages. The company gains customer information through purchases, in-store, or by entering your e-mail address in their online store- whether to make a purchase, or to join the newsletter. The strategy is most likely effective. Majority of Urban’s customers, like myself, probably don’t check the site or stores daily. When I receive an email alerting me about a sale online, or in-store, I’m ultimately more likely to visit the store or check out the online store, and probably purchase something.
So if you haven’t given Urban Outfitters your e-mail address, but you frequently find yourself drooling over their trendy items in-store, or online, you should consider giving in, and joining their e-mail marketing system. But if you don’t enjoy great deals and sale alerts, then maybe you’re not right for Urban’s e-mail marketing.
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titsay
amandla
