September 21, 2011

A Month Of Groupon Subject Line Headers

Here's what you see in your inbox, on a daily basis.  Remember, the email vendor community preaches "timely, relevant contacts".
  • 53% Off Massage (that's better than two days ago).
  • 55% Off Car Wash & Detail.
  • Half Off Massage.
  • Up To 60% Off Hair Packages.
  • Up To 68% Off Rock Climbing.
  • Up To 53% Off Corn-Maze Admission.
  • 55% Off Facial.
  • 66% Off Coffee-Preparation Course.
  • Half Off Beads.
  • Up To 54% Off Cooking Class.
  • Half Off Housewares.
  • Up To 79% Off Hot Yoga (good thing I didn't take advantage of the 69% off offer two weeks ago).
  • Up To 55% Off Wood Fired Pizza.
  • 51% Off Bicycle Tune-Up.
  • Up To 71% Off Auto-Detailing.
  • Up To 51% Off Tomato Battle (where you and your friends dodge having the vegetable/fruit thrown at you).
  • Up To 63% Off Handyman Services (Again? It's the old-school catalog remail!)
  • 54% Off Mosaic Art Lessons.
  • Up To 53% Off Auto Detailing.
  • Up To 54% Off Golf.
  • 69% Off Hot Yoga.
  • $10 For Burgers And Milkshakes.
  • Up To 52% Off Segway Tours.
  • 75% Off Furniture.
  • Up To 67% Off Baseball Outing For Two (Minor League).
  • Up To 51% Off To See Blink 182 Perform.
  • 73% Off Oil Change.
  • 52% Off Pilates Reformer Classes.
  • 67% Off Photography Classes.
  • Up To 63% Off Handyman Services.
Question for you, the email marketing expert:
  • How would you attempt to make this more relevant to the end user?  Use the comments section to describe what your strategy would be, and how you would mitigate the revenue you would lose as you become more targeted and relevant.

3 comments:

  1. Anonymous7:32 AM

    Subject line personalization - they collect names at sign up

    Possibly try putting the event/service first so customers can immediately identify what the discount is about? They all look the same with the discount first.

    In terms of mitigating the revenue lose as relevancy increases - I think more relevant messages *should* eventually result in higher revenues, more repeat customers and better AOV. However, testing everything for each segment would help.

    I have limited experience, so I'm interested to hear what others have in mind...

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  2. This is a classic example of "doing the same thing over and over and expecting a better result" . . . and we all know that is the definition of insanity.

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  3. I would testing including the city in the subject line. I would test being even more generic than some of these subject lines (73% Off Car Service vs. 73% Off Oil Change). It seems like generic works for them so why not test being more generic to see if it helps or hinders sales.

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