Email Campaign Management

Choice overload

I needed a new washing machine. Whilst this might not seem relevant to email marketing, stick with me for a while. Conforming to male stereotyping, I attacked the internet, becoming confused by the multiplicity of offerings in the various ’10 best . . . ’. 

I caught myself considering a machine that only had a dozen or so programmes that I would never use plus the much hyped benefit of a liquid crystal display that showed what actual function the machine was performing at any time.

Many commentators suggest that we have just a few seconds before a subscriber decides to delete an email so suggest that a single offering per marketing email gives best returns. A plethora of choices might confuse and frustrate, making completion less likely. My inbox tends to suggest this is accepted by most email marketing companies.

I recently received an email from a successful software company which contained a choice of three similar products. Accepted wisdom is that choice is easier where items are significantly different. If there is little to choose between them, a purchaser might well opt for none or defer the decision. 
WizEmail's DeliveryBot Flash will make sure you won't be overwhelmed with choices offered by each email you receiveIn this specific offer, there was a basic product, the subject of the ‘From £xx’ Subject Line, which would have been barely adequate for my needs. For about 10% extra I could have additional features, my preferred option, and for an additional 15% (actually more than the 25% over the price of the basic item) one could have what amounted to a digital display of the washing cycle.

I have a reputation for being a bit careful when it comes to buying software, one I try and deserve, yet I bought the top spec item. Not only that, I did it knowing that the company’s email marketing software would have indicated that I probably would. 

We all believe that offering choice in a marketing email reduces completions because that is what we are told. Another bit of accepted wisdom is that you should accept nothing as true without experiment. The latter over-rides the former.

This was a clever little bit of inspired email marketing. The company didn’t take much of a risk but still had a 15% increase in income. 



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