I am a huge fan of Groupon*. While not every offer they send me is 100% relevant, I think they get it right more often than not. But this article is not going to focus on the relevance of their daily offer emails. Instead, I'd like to discuss a recent reminder email they sent me.
*Maybe I'm a bit biased as my good friend Andrew Kordek used to work there.
I'm constantly preaching the importance of sending targeted, timely, valuable emails to people who have subscribed. The reminder email above from Groupon hits on all four points.
1. Targeted: I'm not sure it can get much more targeted than this. I've never been a big fan of personalization, as I think too often email marketers focus on just first-name personalization. Notice that Groupon does use first-name personalization in this email, but more important is the personalized/targeted content. Without getting too technical, it would appear that Groupon is using dynamic content to pull in "My Groupons" and the expiration date for each offer. This email is 100% on target.
2. Timely: I could be wrong here, but my hunch is that this email is triggered when one has a Groupon that is less than a week from its expiration date. So for the Gap Groupon, this is perfectly timed. In fact, because of this email, my wife and I made a trip to The Gap and redeemed our Groupon. Very, very timely email.
3. Valuable: The subject line of this email was "Reminder: Go use your Groupons!" I opened it immediately, sinceI had a pretty good feeling of what would be inside. I was not disappointed when I read the copy. Not only was the email targeted and timely, it actually provided value! (shocker, huh?) As mentioned in #2 above, a few days after receiving this email reminder, I redeemed my coupon. This email clearly answers the "what's in it for me?" question.
4. Subscribed: I definitely opted in to Groupon emails. Better yet, because their emails are targeted (#1), timely (#2), and valuable (#3), I'll continue to open, read, click-through, and convert.
What else makes this email rock?
1. Multiple calls to action: How many calls to action (those that point to my Groupons) do you see? Go ahead and count them. I'll wait. I see four or five - two "Redeem your Groupons" buttons, a link to The Gap Groupon, and a link to the Star of India Groupon. There is also a text link to my account. Brilliant. They give me many opportunities to redeem. More important, it worked.
2. Clean, simple design: The creative is not cluttered with new offers or other "off-target" ads or copy. This email is all about reminding me to redeem my Groupons. I also love how they call out The Gap Groupon by highlighting "6 days left" in orange. I'm not sure about you, but my eyes were drawn there immediately.
I normally have suggestions for how an email campaign can improve. This doesn't happen often, but I'm not sure I'd change a thing with this Groupon reminder email. How about you?