It’s great to dissect retail email marketing campaigns to look for ideas. In past Jericho blog posts I’ve called it spying . Because I’m an online shopper, I received this targeted campaign from Countdown last week. Countdown is our local supermarket chain.
But wait a second…
‘Shop online anytime in the next month and win a 1st Gen iPad’?
Now my consumer and marketer hats do a quick switch, I’m reading and I’m scratching my head.
Why can’t I win a new one?
Why spend multiple thousands of dollars on this campaign to win the superseded model?
As you are reading this, it’s likely we are a lot like you – we have at our core a focus on the ‘art’ of email marketing as well as the science. So we remind clients and prospective clients many times a day that it costs the same to send an ugly email campaign as it does to send a great email campaign… But the real cost is that of missing the sweet spot – misses hit you in the brand and directly in the pocket.
Or in this case, for the sake of a couple of hundred bucks, every time more money is spent to bring eyeballs to this campaign over the next month Countdown are going to look off the boil, off the ball, so… like.. last month, and yes a little bit cheap.
Everything looks spot on in this eDM campaign, and other than the iPad it’s a great example of a retail email campaign.
Here at Jericho, we love our 1st Gen iPad’s. But we ‘covet’ the new one. What do you think? How much cooler would this campaign be if we were in to win a 2nd Gen iPad? Worth the extra 1% of budget?