United States, July 15, 2019. A few drops of sweat are dripping on Amazon’s competitors’ faces on Prime Day, announced as the birth of a Royal Baby on June 22nd. No less than 800 emails filled the inboxes of the aficionados of the global mastodon creating an obvious traffic jam with Walmart, Macy’s and Ebay’s attempts to approach.
However, one question remains: is the battle of emailing won in advance by Amazon’s striking power? By being obsessed with the giant, don’t retailers finally get the wrong adversary ?
Retail vs Retail: a real email warfare?
In the United States, 18 retailers share nearly 60% of Amazon’s email audiences. To counteract the Prime Day effect, Macy’s and Dick’s Sporting Goods tried to burn off courtesy at Amazon by launching similar events two days before the D-day with lots of emails.
The strategy is a success if you believe Adobe Digital Insights. Indeed, retailers increased their revenues by 50% on the first day of Prime Day thanks to a good email strategy. For those who did not adopt the right strategy, revenues increased by 17%.
We are facing a particular event. Indeed, prices are falling, the deadline is short: everything is in place to encourage interaction. In other words, all the ingredients are there to make retailers compare themselves.
The war of commercial highlights is certainly played out in the mailbox. Let’s now consider another time of the year, a time when you want to connect with your customers, without necessarily surfing on the promotion. It is customary to think of your messages in terms of your industry: travel vs travel, luxury vs luxury, etc.
On the other hand, how does the individual react when he opens your email? Unless you are comparing, the individual will certainly not read all his emails.
Understand the cognitive load of the individual before comparing your emails to those of competitors
Let’s return to the definition of cognitive load. You are sometimes in an environment where it is difficult to process different information. While we often talk about cognitive load in UX approaches, the concept also applies to email strategies.
Exposed to a mass of emails gathering every hour in his mailbox, the individual cannot process all the information. It’s physiologically impossible. What will determine your ability to make a difference is not so much to look at what one of your direct competitors is offering, but to understand that your email is competing with that of a new LinkedIn relationship, a notification from UPS for the delivery of a package or the waiting for a reply for a new position!
Individualize your emails to meet everyone’s expectations
Let us return to the success of Prime Day 2019. While Amazon and all those who cling to its branches deliver emails all year round to each of our individualities, others still remain far from our expectations and needs of the moment with an often risky segmentation. Result: only 1 in 10 individuals interact with the content of an email!
Let us remember the concept of cognitive load: in a changing environment, the individual faced with multiple pieces of information will choose what facilitates the accomplishment of an action and attracts his attention. As the ringing of the phone prompts to answer, the content must generate engagement and therefore interaction. Beyond the cognitive load, it is obviously also the visual experience that prevails.
Brands bring to help the individual in real time thanks to a coherent content at the moment of the opening of the message while attracting his attention, outside the perimeters of the traditional campaigns, will definitely pull their pin out of the game.