The Perfect Email Is Like The Perfect Meal

Have you ever received that email? You know – the one where you thought, “How did they know?” The one where you look around and think, “Is this really happening?” Ok. Maybe that is a bit extreme, but you get the picture. What I’m referring to is … The Perfect Email.

The perfect email is like the perfect meal. You know it when you see it. You know it when you taste it.

In order to send the perfect email, you must: Send timely, targeted, relevant emails to subscribers who have asked for them.

To the left is a screenshot of such perfection. It’s an email from our friends at Sierra Trading Post (STP). Something tells me this message was the work of the email queen. What is so great about this email? Simple: It worked. My wife opened, clicked, and purchased a pair of running shoes.

Let’s explore each component of this so-called “perfect email” using the STP example:

Timely

A timely email is one is which the recipient receives and opens the message at the exact right time. Think of an ice cold Corona (con lime) on a sunny, hot day at the beach. This email was received at the beginning of spring, prime running time. My wife was in the market for a new pair of running shoes. Timed just right. Just like that longneck.

Targeted

A targeted email is one which almost seems customized just for you. It’s that Starbucks non-fat, no whip, extra shot, extra hot, double latte. STP knew their audience. They did not send an email for men’s trail shoes (my wife is neither a man nor a trail runner). They emailed an offer for women’s apparel. Targeted to a tee. Just like that $5.28 coffee.

Relevant

A relevant email is one which has both the timely and the targeted aspects. It is the convergence of perfection. Think Caprese – fresh sliced tomato topped with a slab of mozzarella, finished off with basil, salt, black pepper, and olive oil. Relevancy is the intangibles – the subject line, the copy, the call to action. The “thing” that caused you to open, to click, to convert. In this case, the consistent subject line, preheader, and call to action (“Ends Today! Extra 20% Off Women’s Clothing”) was that glue. Relevancy achieved. Tomato. Mozzarella. Basil. Etc.

Asked for (opted in)

The final key to the perfect email is one that you’ve asked for – an email that you’ve opted-in to receive. It’s analogous to ordering a meal at a restaurant and having the server bring exactly what you’ve expected. While this seems like a no-brainer, you’d be surprised at the amount of passive opt-ins that occur all the time. In fact, on average, there are 1,000 non-explicit opt-ins every second (Ok. I made that up, but you get the point). Asking for permission, setting proper expectations around frequency and content, and ensuring you have that subscribers consent is critical. My wife opted-in for STP email and is clear about what she’ll see every week. Ordered a double bacon cheeseburger with mushrooms and received a double bacon cheesburger with mushrooms. Check.

Remember, that the perfect email detailed above would not have been right for every recipient. It was the perfect email for my wife – sent at the perfect time, with the perfect call to action, etc. Ensuring that your house file is segmented to the point of individualized customization – whether real or perceived – is the key.

Do you have some examples of emails that you’ve received that are timely, targeted, relevant (and opt-in)? Messages that you’d consider perfection? Please do share…

DJ Waldow
Director of Best Practices & Deliverability at Bronto

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Tagged as: Best Practices, online retailer, opt-in, relevant, Sierra Trading Post, targeted, timely