Oct 15 2009
Adding Value Wherever You Can
Newsletters and standard promotional messages are by definition more broad in their overall appeal, but that doesn’t mean that they can’t add extra value in the form of relevant informational content.
Looking at three recent messages in my inbox, it’s clear to me that retailers and media companies are not afraid to go the extra mile for their email subscribers. In each of the four examples below, we see how companies are enhancing standard promotions and newsletters by providing further insight and expertise that goes beyond just product display and calls-to-action.
CHEFS Catalog adds a neat little bonus feature to their promotional emails in the form of a related dinner recipe that makes use of the products featured in the email.
By including the “On The Menu” recipe link above-the-fold, CHEFS boldly invites customers to see how their products add value (in the form of delicious food, no less!) to their customers’ kitchens in a practical manner. It’s a great way to explain how a technical cooking product works without getting technical at all – you just show them what they can make with it and tell them how they can do it easily themselves!
Extra kudos to the CHEFS team for making the recipe landing pages insightful as well; once a clicker lands on the recipe page, the landing page links to related cooking products needed to make that particular recipe.
Brooks Brothers takes a similar approach, offering a promotion on their neckties and then coupling that offer with a tutorial on “How to Tie a Tie.”
It’s a simple trick that allows Brooks Brothers to play the role of a friend or informational resource rather than just a vendor of goods. This is a classic “value add” message that goes a long way towards improving customer relationships. I’d also be willing to bet that their knot-tying tutorial micro-site is a great way for Brooks Brothers to introduce their brand to younger potential customers who are looking for a last-minute guide to tying a necktie before the prom.
As a final example, Real Simple Magazine does their part to add value to their email campaigns by including an informational article that relates to the feature “daily find” in their email newsletter.
In this recent newsletter, a feature story on “8 Brilliant Pendant Lamps” available to purchase from advertiser sites is coupled with Real Simple’s article on “How to Remove a Stuck Lightbulb.” Again, this pairing of relevant content helps tell a cohesive story and covers it from multiple angles.
By pairing value-added insight to offers and calls-to-action, these email marketers are showing the holistic value of their brands, email programs, and products. Value can be added just about anywhere – it’s just a matter of going the extra mile for your customers where appropriate.
