The "take-away close" is not something I learned about from my days as a marketer, but from my tenure as a mother. My husband, a sales guy at heart, used to use the take-away close during his days as a stockbroker: “Sure , Steve, I understand. You don’t need an extra $500,000 in the bank -- which is exactly what you could be missing by passing up this investment opportunity. Not a problem at all.” It wasn’t until our kids were able to talk that I learned about this sales technique -- and it works like a charm! “You don’t want to go for ice cream? That’s OK -- we can put your dinner in the trash.” (I know, we’re awful, but with three little ones running around at dinnertime, you do whatcha gotta do!) For the first time yesterday, I saw it in an email program. Ahhh, AmazonLocal.
Amazon has introduced a new twist on the reengagement campaign. Instead of highlighting that you are missed, they are telling you that they are not sending you email anymore, because you just don’t seem to want to receive 75% off at local restaurants, spas, events and more. Why would you want to save money in this economy, after all?
This message so impressed a few folks in our office, they actually sent it around to highlight the approach. It got me thinking. Does the take-away close really work in email? I don’t have any interaction with this brand’s email program, nor have I ever had a client try this approach -- but that begs the question about its effectiveness. Here are a couple of thoughts based on my limited insight into this program:
More than anything, my interest is piqued. I really do wonder about the logistics and performance of this program, as it truly did stand out. But according to those I spoke to who received it, Amazon was correct: they no longer wanted the company’s email messages. So what is the measurement of success here? Reengagement, or successful suppression of unengaged customers? What do you all think?