Wish Lists are a Dream Come True for Marketers

Emily Keye

Are you already thinking about the upcoming holiday season? You should be. Did you know that wish lists can create opportunities for early holiday messaging that can drive traffic to your site, encourage engagement and sharing and drive revenue? And probably most importantly, you’ll be able to generate invaluable customer data that can be used to send highly relevant messages in the future. If you don’t already have wish list functionality on your site, I highly recommend investing in this technology.

Many retailers offer this feature and promote it via email, but very few actually use the data that their customers are providing on their wish list in order to send highly relevant, targeted messages.

Let’s take a look at the types of campaigns that you can send using the data you’ve captured via the wish list functionality on your site:

  • Create campaigns that include recommendations based on items that have been added to wish lists. Here is a great example from Amazon. Amazon is taking advantage of a great opportunity to pitch their “trade-in” program.
  • Send back-in-stock notifications when wish list items that were on backorder become available.
  • Run out-of-stock notifications when wish list items are about to go out of stock or on backorder. This is a great way to create a sense of urgency!
  • Deploy price drop alerts/notifications when prices on wish list items have been reduced or are temporarily on sale.  Who doesn’t want to get a product that they are interested in for a discounted cost?
  • Prompt wish list subscribers to share their wish list with friends and family before their birthday and prior to the holiday season. Cooking.com has an interesting twist on wish list incentives.  If you forward your wish list to friends and family through Cooking.com, they’ll include a 15% off coupon along with it. They then turn around and give you a 15% off coupon for sharing your wish list. That’s a nice viral incentive, and gives Cooking.com a chance to pitch their brand and email program to new customers.
  • Consider using wish list data and dynamically inserting it into promotional messages in the form of product rows or as the main hero image.  You can also dynamically insert this product data into transactional messages. Earlier I talked about how to use purchase data to retarget. This tactic can easily be applied to wish list data.

As you can see, there are a number of ways to utilize the data that you’re capturing when customers create wish lists on your site.  These messages are very relevant and in turn produce high engagement and conversion metrics. Are you taking advantage of this data? What type of results are you seeing?